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Online shopping portals: an
option for traditional retailers? |
Kennedy, Aileen; Coughlan, Joseph
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Purpose – The purpose of the paper is to examine the benefits delivered to traditional retailers from
using shopping portals as their entry mechanism to the online trading environment. The paper also
aims to highlight the possible drawbacks inherent in such an approach.
Design/methodology/approach – A case study approach was used with an online portal,
combining documentary analysis and semi-structured interviews, using a team-based interviewing
approach. This facilitated the development of a multi-layered picture of the organisation.
Findings – Using a shopping portal delivers several benefits to traditional retailers in terms of
marketing synergies, site traffic generation, access to web site management and fulfilment services,
and the ability to offer customers a multi-channel retailing experience. Drawbacks may include partner
interdependence and turnover, restricted organisational learning and restricted delivery capabilities.
Practical implications – Highlighting the benefits and drawbacks of shopping portals generates
guidelines that traditional retailers can consider to help them decide whether such portals are the right
choice for their individual firm or not.
Originality/value – This paper expands the literature on the phenomenon of the online portal by
demonstrating its potential as a mechanism for traditional retailers to engage in electronic retailing.
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Keyword(s):
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Internet shopping; Portals; Electronic commerce; Retailing |
Publication Date:
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2006 |
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Type:
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Journal article |
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Peer-Reviewed:
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Yes |
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Institution:
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Maynooth University |
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Citation(s):
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Kennedy, Aileen and Coughlan, Joseph (2006) Online shopping portals: an option for traditional retailers? International Journal of Retail and Distribution Management, 34 (7). pp. 516-528. ISSN 0959-0552 |
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Publisher(s):
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Emerald |
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File Format(s):
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other |
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Related Link(s):
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http://mural.maynoothuniversity.ie/6592/1/JC-Online-Shopping-Portals.pdf |
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First Indexed:
2020-04-02 06:42:54 Last Updated:
2020-04-02 06:42:54 |
