Multi-Channel integration strategies and environmental aspects: a conceptual framework in retailing

In recent years Internet has had a great impact in value chain upstream activities (B2B) and downstream activities (B2C) especially in retail markets. In particular, technology has changed the way consumers interact and transact with retailers, influencing their offline behaviours as well. In this context, multi-channel (click-and-mortar) strategies are considered essential to grow in the current competitive environment. Channel marketing literature has underlined the importance and the advantages of developing a multi-channel integration strategies, but despite these advices, empirical analyses have verified different levels of multi-channel integration, in which only 7% of firms in the USA, and rare cases in Europe, has reached a complete channel integration. This phenomenon has not been completely analysed yet and earlier studies have particularly evaluated internal elements affecting the decision of channel integration (type of product, firm structure and resources) and few of them have studied more environmental elements (competitors, consumers, IT readiness, market characteristics and national environment). This paper responds to the literature request of a more contribution on the subject, reviewing innovation diffusion literature and retail channel strategy theories. The aim of this work is the creation of a conceptual framework that develops hypothesis about the relations between multi-channel integration strategies in retailing and environmental aspects.