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dc.contributor.authorAvery, Jill Janice
dc.contributor.authorSteenburgh, Thomas J.
dc.contributor.authorDeighton, John Anthony
dc.contributor.authorCaravella, Mary
dc.date.accessioned2015-05-19T14:29:14Z
dc.date.issued2012
dc.identifier.citationAvery, Jill, Thomas J. Steenburgh, John Deighton, and Mary Caravella. "Adding Bricks to Clicks: Predicting the Patterns of Cross-Channel Elasticities over Time." Journal of Marketing 76, no. 3 (May 2012): 96–111.en_US
dc.identifier.issn0022-2429en_US
dc.identifier.urihttp://nrs.harvard.edu/urn-3:HUL.InstRepos:15786566
dc.description.abstractThe authors propose a conceptual framework to explain whether and when the introduction of a new retail store channel helps or hurts sales in existing direct channels. A conceptual framework separates short- and long-term effects by analyzing the capabilities of a channel that help consumers accomplish their shopping goals. To test the theory, the authors analyze a unique data set from a high-end retailer using matching methods. The authors study the introduction of a retail store and find evidence of cross-channel cannibalization and synergy. The presence of a retail store decreases sales in the catalog but not the Internet channel in the short run but increases sales in both direct channels over time. Following the opening of the store, more first-time customers begin purchasing in the direct channels. These results suggest that adding a retail store to direct channels yields different results from adding an Internet channel to a retail store channel, as previous research has indicated.en_US
dc.language.isoen_USen_US
dc.relation.isversionofhttp://journals.ama.org/doi/pdf/10.1509/jm.09.0081en_US
dc.relation.hasversionhttp://papers.ssrn.com/sol3/papers.cfm?abstract_id=961567en_US
dash.licenseMETA_ONLY
dc.subjectframeworken_US
dc.subjectcustomersen_US
dc.subjectmarketing channelsen_US
dc.subjectsalesen_US
dc.subjectinterneten_US
dc.subjectdemand and consumersen_US
dc.subjectcompetency and skillsen_US
dc.subjectdistribution channelsen_US
dc.titleAdding Bricks to Clicks: Predicting the Patterns of Cross-Channel Elasticities over Timeen_US
dc.typeJournal Articleen_US
dc.description.versionAuthor's Originalen_US
dc.relation.journalJournal of Marketingen_US
dash.depositing.authorDeighton, John Anthony
dash.embargo.until10000-01-01
dc.identifier.doi10.1509/jm.09.0081*
workflow.legacycommentsWe still need the author's final or permission to post the published version (which is available on the AMA web site--see link above). We could not get either so are submitting published version dark.en_US
dash.contributor.affiliatedAvery, Jill
dash.contributor.affiliatedDeighton, John


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