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Marketers' perceptions of the implementation difficulties of multichannel marketing

Version 2 2024-06-03, 13:42
Version 1 2014-10-28, 09:08
journal contribution
posted on 2024-06-03, 13:42 authored by Michael ValosMichael Valos, Michael PolonskyMichael Polonsky, G Guersen, A Zutshi
This paper identifies implementation difficulties associated with multichannel marketing as perceived by senior marketers. While, multichannel marketing is being increasingly used because of its revenue enhancing and cost reduction opportunities, it appears more difficult to implement than 'traditional' single channel marketing. Traditional strategy implementation frameworks as typified by Miles and Snow and Porter, do not appear to address the implementation complexities of multichannel strategies especially when considering the dynamism of contemporary external environments. Using the methodology of thematic analysis, three implementation difficulty themes were identified: (1) understanding multichannel customer behaviour; (2) delivering sales, service and pre-purchase information; and (3) dealing with organisational politics and conflict caused by emerging channels. We propose that dynamic strategic frameworks can better address complexity and uncertainty, and overcome implementation difficulties. The paper concludes with general and specific research propositions to test the effectiveness of dynamic strategic frameworks in terms of the three themes.

History

Journal

Journal of strategic marketing

Volume

18

Pagination

417-434

Location

Abingdon, England

ISSN

0965-254X

eISSN

1466-4488

Language

eng

Publication classification

C1 Refereed article in a scholarly journal

Copyright notice

2010, Taylor & Francis

Issue

5

Publisher

Routledge