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Examining Retailer Omni-Channel Distribution Strategies - Evidence from Luxury Fashion Retailers in Mainland China

Bai, H Examining Retailer Omni-Channel Distribution Strategies - Evidence from Luxury Fashion Retailers in Mainland China. In: 11th MBScademy International Conference on Management Business Orginisation & Innovation, 15 August 2018 - 17 August 2018, Barcelona. (Accepted)

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Abstract

Recently, the question of ‘whether e-commerce will replace retail stores’ has been debated, because the rapid growth of technology, especially in relation to the Internet, digitalisation, and advanced electronic devices, has changed the ways in which luxury fashion retailers distribute products thus influencing consumers’ lifestyles and consumption behaviour (Chaffey and Ellis-Chadwick, 2016). Many empirical studies have focused on e-commerce, digital marketing, and multi-channel marketing strategies; however, the omni-channel distribution strategies are still at the early stage of development (Verhoef et al., 2015). This study therefore aims to examine the influence of e-commerce towards retail stores through exploring luxury fashion retailers’ omni-channel distribution strategies in China.

Item Type: Conference or Workshop Item (Paper)
Subjects: H Social Sciences > HF Commerce > HF5001 Business > HF5410 Marketing. Distribution of Products
Divisions: Liverpool Business School
Date Deposited: 16 Nov 2018 12:45
Last Modified: 16 Nov 2018 12:45
URI: http://researchonline.ljmu.ac.uk/id/eprint/9511

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