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Wilson, H and Daniel, Elizabeth
(2007).
DOI: https://doi.org/10.1016/j.indmarman.2006.06.015
Abstract
The maturing of e-commerce, the diffusion of call centres into the B2B space and purchaser demands on price and service are leading to rapid change in the route to market in many B2B sectors, with shifting combinations of channels being offered to the customer in the search for advantage. In this situation managers can no longer rely on the channel resources that they have assembled to provide their extant competitive position. Instead they must be able to combine resources in new ways, gain additional resources and dispose of superfluous resources, and to do this repeatedly and rapidly if they are to compete successfully. The term 'dynamic capabilities' has emerged in the strategic management literature for these activities. Using four case studies and the analytic induction approach to data analysis, we identify seven dynamic capabilities for channel transformation.
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About
- Item ORO ID
- 11322
- Item Type
- Journal Item
- ISSN
- 0019-8501
- Keywords
- marketing channels; business-to-business; dynamic capabilities; resource based view; case studies; analytic induction
- Academic Unit or School
-
Faculty of Business and Law (FBL) > Business > Department for Strategy and Marketing
Faculty of Business and Law (FBL) > Business
Faculty of Business and Law (FBL) - Copyright Holders
- © 2006 Elsevier Inc.
- Depositing User
- Jackie Fry