Conflicts of supply chains in multi-channel marketing:a case from northern Finland
Multi-channel marketing is a popular research theme of marketing management. Studying multi-channel marketing is a popular research theme of marketing management. The studies emphasise the necessity and advantages of multi-channel marketing. Despite these advantages, multi-channel marketing is also...
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ftulaplandcdispu:oai:lacris.ulapland.fi:publications/522abfdc-c0c7-4784-b27f-e505af8ddca5 2024-01-28T10:08:05+01:00 Conflicts of supply chains in multi-channel marketing:a case from northern Finland Rusko, Rauno Tapio 2016-01-01 https://research.ulapland.fi/fi/publications/522abfdc-c0c7-4784-b27f-e505af8ddca5 http://www.tandfonline.com/doi/abs/10.1080/09537325.2015.1100294 eng eng https://research.ulapland.fi/fi/publications/522abfdc-c0c7-4784-b27f-e505af8ddca5 info:eu-repo/semantics/closedAccess Rusko , R T 2016 , ' Conflicts of supply chains in multi-channel marketing : a case from northern Finland ' , Technology Analysis & Strategic Management , vol. 28 , no. 4 , pp. 477-491 . < http://www.tandfonline.com/doi/abs/10.1080/09537325.2015.1100294 > /dk/atira/pure/person/fieldofscience2010/5/12 name=Business and management article 2016 ftulaplandcdispu https://doi.org/10.1080/09537325.2015.1100294 2024-01-04T00:03:10Z Multi-channel marketing is a popular research theme of marketing management. Studying multi-channel marketing is a popular research theme of marketing management. The studies emphasise the necessity and advantages of multi-channel marketing. Despite these advantages, multi-channel marketing is also a source of conflicts in supply chains because the coordination of supply chain ecosystem is challenging. This study is based on a questionnaire and interviews of entrepreneurs. The large significance of dealer, large turnover and the intention to bypass middlemen in the supply chain are sources of conflicts. Variables, which seem to have decreasing effects on conflicts are ‘large number of employees’, ‘intentions to sell different products via different channels’ and slightly in the case ‘to achieve competitive advantage via online shop’. Successful exploitation of e-commerce and multi-channel marketing needs intensive adaptation of entrepreneurs in each step. Each marketing channels need their own planning and sub-strategies. The strategic decisions of e-commerce are part of the whole strategy of the entrepreneurs and the firm. Article in Journal/Newspaper Northern Finland LaCRIS - University of Lapland Current Research System Technology Analysis & Strategic Management 28 4 477 491 |
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LaCRIS - University of Lapland Current Research System |
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English |
topic |
/dk/atira/pure/person/fieldofscience2010/5/12 name=Business and management |
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/dk/atira/pure/person/fieldofscience2010/5/12 name=Business and management Rusko, Rauno Tapio Conflicts of supply chains in multi-channel marketing:a case from northern Finland |
topic_facet |
/dk/atira/pure/person/fieldofscience2010/5/12 name=Business and management |
description |
Multi-channel marketing is a popular research theme of marketing management. Studying multi-channel marketing is a popular research theme of marketing management. The studies emphasise the necessity and advantages of multi-channel marketing. Despite these advantages, multi-channel marketing is also a source of conflicts in supply chains because the coordination of supply chain ecosystem is challenging. This study is based on a questionnaire and interviews of entrepreneurs. The large significance of dealer, large turnover and the intention to bypass middlemen in the supply chain are sources of conflicts. Variables, which seem to have decreasing effects on conflicts are ‘large number of employees’, ‘intentions to sell different products via different channels’ and slightly in the case ‘to achieve competitive advantage via online shop’. Successful exploitation of e-commerce and multi-channel marketing needs intensive adaptation of entrepreneurs in each step. Each marketing channels need their own planning and sub-strategies. The strategic decisions of e-commerce are part of the whole strategy of the entrepreneurs and the firm. |
format |
Article in Journal/Newspaper |
author |
Rusko, Rauno Tapio |
author_facet |
Rusko, Rauno Tapio |
author_sort |
Rusko, Rauno Tapio |
title |
Conflicts of supply chains in multi-channel marketing:a case from northern Finland |
title_short |
Conflicts of supply chains in multi-channel marketing:a case from northern Finland |
title_full |
Conflicts of supply chains in multi-channel marketing:a case from northern Finland |
title_fullStr |
Conflicts of supply chains in multi-channel marketing:a case from northern Finland |
title_full_unstemmed |
Conflicts of supply chains in multi-channel marketing:a case from northern Finland |
title_sort |
conflicts of supply chains in multi-channel marketing:a case from northern finland |
publishDate |
2016 |
url |
https://research.ulapland.fi/fi/publications/522abfdc-c0c7-4784-b27f-e505af8ddca5 http://www.tandfonline.com/doi/abs/10.1080/09537325.2015.1100294 |
genre |
Northern Finland |
genre_facet |
Northern Finland |
op_source |
Rusko , R T 2016 , ' Conflicts of supply chains in multi-channel marketing : a case from northern Finland ' , Technology Analysis & Strategic Management , vol. 28 , no. 4 , pp. 477-491 . < http://www.tandfonline.com/doi/abs/10.1080/09537325.2015.1100294 > |
op_relation |
https://research.ulapland.fi/fi/publications/522abfdc-c0c7-4784-b27f-e505af8ddca5 |
op_rights |
info:eu-repo/semantics/closedAccess |
op_doi |
https://doi.org/10.1080/09537325.2015.1100294 |
container_title |
Technology Analysis & Strategic Management |
container_volume |
28 |
container_issue |
4 |
container_start_page |
477 |
op_container_end_page |
491 |
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1789336495649193984 |