Year: 2010
Type: article
Abstract: The purpose of this study is to increase understanding of the role of electronic channels in micro-sized brick-and-mortar firms, which are just starting to utilize new channels in the promotion of their goods and services. With the use of a multiple case study method containing six cases, the study first identifies external and internal factors affecting the adoption and use of e-channels in micro-sized firms. Secondly, the results propose, in line with previous literature, that different e-channel utilization levels can be identified. The paper provides both theoretical and managerial implications.
Authors: Heikki Karjaluoto, Maija Huhtamäki
Institutions: University of Jyväskylä, University of Oulu
Language: English
Subfield: Business and International Management
Domain: Social Sciences
Open Access status: green
OpenAlex ID: W2018882522