Adding Bricks to Clicks: Predicting the Patterns of Cross-Channel Elasticities over Time

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Adding Bricks to Clicks: Predicting the Patterns of Cross-Channel Elasticities over Time

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dc.contributor.author Avery, Jill Janice
dc.contributor.author Steenburgh, Thomas J.
dc.contributor.author Deighton, John Anthony
dc.contributor.author Caravella, Mary
dc.date.accessioned 2015-05-19T14:29:14Z
dc.date.issued 2012
dc.identifier.citation Avery, 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.issn 0022-2429 en_US
dc.identifier.uri http://nrs.harvard.edu/urn-3:HUL.InstRepos:15786566
dc.description.abstract The 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.iso en_US en_US
dc.relation.isversionof http://journals.ama.org/doi/pdf/10.1509/jm.09.0081 en_US
dc.relation.hasversion http://papers.ssrn.com/sol3/papers.cfm?abstract_id=961567 en_US
dash.license META_ONLY
dc.subject framework en_US
dc.subject customers en_US
dc.subject marketing channels en_US
dc.subject sales en_US
dc.subject internet en_US
dc.subject demand and consumers en_US
dc.subject competency and skills en_US
dc.subject distribution channels en_US
dc.title Adding Bricks to Clicks: Predicting the Patterns of Cross-Channel Elasticities over Time en_US
dc.type Journal Article en_US
dc.description.version Author's Original en_US
dc.relation.journal Journal of Marketing en_US
dash.depositing.author Deighton, John Anthony
dash.embargo.until 10000-01-01

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