Cross-Channel Cooperation: The Bundling of Online and Offline Business Models [Paperback]

Motivations for Cross-Channel CooperationClassification of Cross-Channel CooperationCross-Channel Cooperation InstrumentsCross-Channel Cooperation EngineeringTransfer to Practice: The Case of LetsWorkItProf. Dr. Tobias Kollmann ist Inhaber des Lehrstuhls f?r E-Business und E-Entrepreneurship der Universit?t Duisburg-Essen, Campus Essen.
Matthias H?sel, M.Sc. ist wissenschaftlicher Mitarbeiter am selben Lehrstuhl.

Technological advances and changes in customer behaviour implicate a continuing integration of online and offline activities of businesses and individuals. As customers use online and offline channels complementarily, enterprises need to attend both physical and virtual trade levels in equal measure. Integrated business concepts are increasingly becoming a prerequisite for achieving a sustainable competitive advantage and alliances between traditional enterprises and Internet-based ventures are a promising way of meeting these requirements.

Tobias Kollmann and Matthias H?sel explore the manifold possibilities of cross-channel cooperation and present the first systematic investigation and classification of cooperation strategies between partners equipped with online and offline business models. They provide a conceptual framework to understand the subject and examine the practical implications for the implementation of their new concept.
Technological advances and changes in customer behaviour implicate a continuing integration of online and offline activities of businesses and individuals. As customers use online and offline channels complementarily, enterprises need to attend both physical and virtual trade levels in equal measure. Integrated business concepts are increasingly becoming a prerequisite for achieving a sustainable competitive advantage and alliances between traditional enterprises and Internet-based ventures are a promising way of meeting these requirements.

Tobias KolS�