Configurations of business strategy and marketing channels fore-commerce and traditional retail formats : A Qualitative ComparisonAnalysis (QCA) in sporting goods retailing

• This article applies a configurational approach to study the fit between retail format, business strategy, and multi-channel setup. Its empirical material consists of five case studies, and a data set of 74 sporting goods retailers in Sweden. Our results show that a retailer can create strategic advantages when its multi-channel setup fits with its business strategy, and that retail format is important for explaining differences in growth and profit, the former being assigned to E-commerce and the latter to physical stores. Moreover, the study reveals that to some extent online channels also have positive performance implications for physical store retailers.

Ämnesord

SAMHÄLLSVETENSKAP  -- Ekonomi och näringsliv -- Företagsekonomi (hsv//swe)

SOCIAL SCIENCES  -- Economics and Business -- Business Administration (hsv//eng)

Nyckelord

Multi-channel setup; Retail format; Business strategy; Configurations; Qualitative Comparison Analysis (QCA); Sporting goods

Business Studies

Företagsekonomi

Publikations- och innehållstyp

ref (ämneskategori)

art (ämneskategori)