Browsing HBS Scholarly Articles by Keyword "marketing channels"
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Adding Bricks to Clicks: On the Role of Physical Stores in a World of Online Shopping
(DeGruyter, 2013)Buying a product has never been easier. Consumers can shop online, over the phone or via mail order, from home or on the go, and if they want to experience touch and feel, they can also visit a “real” store. Often, one and ... -
Adding Bricks to Clicks: Predicting the Patterns of Cross-Channel Elasticities over Time
(2012)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 ...