Communication Principles

their companies and products. However, most resisted adding e-commerce to their sites. They felt that this would produce channel conflict that move their products or services online would be competing with their offline retailers and agents. For example, computer manufacturers such as Compaq Computer, Toshiba and Acer feared that their retailers would cut out their computers if they sold the same computers outright online. Store-based booksellers including Waterstones and Barnes & Noble delayed gap their online site to challenge Amazon.com. These companies struggled with the head word of how to conduct online sales without cannibalising the sales of their witness stores, resellers or agents. However, they briefly realised that the risks of losing business to online competitors were even great than the risks of angering channel partners. If they didnt cannibalise these sales, online competitors soon would. Thus, many accomplished brick-and-mortar companies are at once prospering as click-and-mortar companies. For example, the British Tesco, a traditional brick-and-mortar grocery retailer, became the worlds biggest web-grocer in belatedly 2002.

Its success is a stark contrast to the first generation of wannabee lucre start-ups in the American food business, such as Webvan, Peapod and streamline all now spectacularly bust or decreased to a marginal existence.29 Most click-and-mortar marketers have embed shipway to resolve the resulting channel conflicts.30 For example, in its home and overseas markets, Avon sickish that direct online sales might cannibalise the business of its Avon representatives, who had alig! n close relationships with their customers. Fortunately, Avons research showed little overlap in the midst of existing customers and electromotive force Web customers. Avon shared this finding with the reps and thusly moved into e-marketing. As an added bonus for the reps, Avon also offered to help them label up their get websites. What gives the click-and-mortar...If you want to get a honest essay, order it on our website: OrderCustomPaper.com

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