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    Online shopping portals: an option for traditional retailers?


    Kennedy, Aileen and Coughlan, Joseph (2006) Online shopping portals: an option for traditional retailers? International Journal of Retail and Distribution Management, 34 (7). pp. 516-528. ISSN 0959-0552

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    Abstract

    Purpose – The purpose of the paper is to examine the benefits delivered to traditional retailers from using shopping portals as their entry mechanism to the online trading environment. The paper also aims to highlight the possible drawbacks inherent in such an approach. Design/methodology/approach – A case study approach was used with an online portal, combining documentary analysis and semi-structured interviews, using a team-based interviewing approach. This facilitated the development of a multi-layered picture of the organisation. Findings – Using a shopping portal delivers several benefits to traditional retailers in terms of marketing synergies, site traffic generation, access to web site management and fulfilment services, and the ability to offer customers a multi-channel retailing experience. Drawbacks may include partner interdependence and turnover, restricted organisational learning and restricted delivery capabilities. Practical implications – Highlighting the benefits and drawbacks of shopping portals generates guidelines that traditional retailers can consider to help them decide whether such portals are the right choice for their individual firm or not. Originality/value – This paper expands the literature on the phenomenon of the online portal by demonstrating its potential as a mechanism for traditional retailers to engage in electronic retailing.

    Item Type: Article
    Additional Information: The definitive version of this article is available at DOI: 10.1108/09590550610673590
    Keywords: Internet shopping; Portals; Electronic commerce; Retailing;
    Academic Unit: Faculty of Social Sciences > School of Business
    Item ID: 6592
    Identification Number: https://doi.org/10.1108/09590550610673590
    Depositing User: Joseph Coughlan
    Date Deposited: 17 Nov 2015 15:51
    Journal or Publication Title: International Journal of Retail and Distribution Management
    Publisher: Emerald
    Refereed: Yes
    URI:

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