Search Conferences

Type in any word, words or author name. This searchs through the abstract title, keywords and abstract text and authors. You may search all conferences or just select one conference.


 All Conferences
 EMAC 2019 Annual Conference
 EMAC 2020 Annual Conference
 EMAC 2020 Regional Conference

EMAC 2020 Regional Conference


Buying a Ton of Bricks Online: Opportunities and Challenges of Digitalizing Complex Marketing Channels
(R2020-85313)

Published: September 16, 2020

AUTHORS

Anna Hepp, Technical University of Munich

KEYWORDS

Channels; Digitalization; Business-to-Business

ABSTRACT

Marketing scholars have been calling for more conceptualizing research to account for the complexity of today’s marketing channels. Despite a wealth of research on digital marketing channels, gaps remain concerning the digitalization of complex marketing channels, involving business-to-business and business-to-consumer interactions. In this multiple-case study of six building material manufacturers, I induct a theoretical framework of three archetypes with different opportunities and challenges in their digitalization efforts. I integrate definitions from two fields of literature, marketing channel, and information systems research, and contribute to existing literature with a nuanced view of firms’ considerations in fragmented and interdependent marketing channels.