Get The Right Mix of Bricks and Clicks  

Oleh:

Garino, Jason ; Gulati, Ranjay

Jenis: Article from Bulletin/Magazine - ilmiah internasional
Dalam koleksi: Harvard Business Review bisa di lihat di link (http://web.b.ebscohost.com/ehost/command/detail?sid=f227f0b4-7315-44a4-a7f7-a7cd8cbad80b%40sessionmgr114&vid=12&hid=105&bdata=JnNpdGU9ZWhvc3QtbGl2ZQ%3d%3d#db=bth&jid=HBR) vol. 78 no. 3 (2000), page 107-117.
Topik: RIGHT; business models; electronic commerce; joint ventures; strategy formulation; tradeoff analysis

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Perpustakaan Pusat (Semanggi) Nomor Panggil: HH10.15 Non-tandon: 1 (dapat dipinjam: 0) Tandon: tidak ada

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The bright line that once distinguished the dot - com from the incumbent is rapidly fading. Success in the new economy will go to those who can execute clicks - and - mortar strategies that bridge the physical and virtual worlds. But how executives forge such strategies is under considerable debate. Despite the obvious benefits that integration offers - cross - promotion, shared information, purchasing leverage, distribution economies, and the like - many executives now assume that Internet businesses have to be separate to thrive. They believe that the very nature of traditional business - its protectiveness of current customers, its fear of cannibalization, its general myopia - will smother any Internet initiative. Authors Ranjay Gulati and Jason Garino contend that executives don't have to make an either-or choice when it comes to their clicks - and - mortar strategies. The question isn't, "Should we develop our Internet channel in - house or launch a spin - off ?" but rather, "What degree of integration makes sense for our company ?" To determine the best level of integration for their companies, executives should examine four business dimensions: brand, management, operations, and equity. Drawing on the experiences of three established retailers - -Office Depot, KB Toys, and Rite Aid - the authors show the spectrum of strategies available and discuss the trade - offs involved in each choice. By thinking carefully about which aspects of a business to integrate and which to keep distinct, companies can tailor their clicks -and - mortar strategy to their own particular market and competitive situation, dramatically increasing their odds of e - business success.

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