Conflicts of supply chains in multi-channel marketing: a case from northern Finland

Research output: Contribution to journalArticleScientificpeer-review

1 Citation (Scopus)


Multi-channel marketing is a popular research theme of marketing management. Studying multi-channel marketing is a popular research theme of marketing management. The studies emphasise the necessity and advantages of multi-channel marketing. Despite these advantages, multi-channel marketing is also a source of conflicts in supply chains because the coordination of supply chain ecosystem is challenging. This study is based on a questionnaire and interviews of entrepreneurs. The large significance of dealer, large turnover and the intention to bypass middlemen in the supply chain are sources of conflicts. Variables, which seem to have decreasing effects on conflicts are ‘large number of employees’, ‘intentions to sell different products via different channels’ and slightly in the case ‘to achieve competitive advantage via online shop’. Successful exploitation of e-commerce and multi-channel marketing needs intensive adaptation of entrepreneurs in each step. Each marketing channels need their own planning and sub-strategies. The strategic decisions of e-commerce are part of the whole strategy of the entrepreneurs and the firm.
Original languageEnglish
Pages (from-to)477-491
Journal Technology Analysis & Strategic Management
Issue number4
Publication statusPublished - 1 Jan 2016
MoEC publication typeA1 Journal article-refereed

Field of science

  • Business and management

Citation for this output