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Article on multichannel assortment integration by Prof. Paul has been accepted for publication in the Journal of Retailing


The article “Shopping Benefits of Multichannel Assortment Integration and the Moderating Role of Retailer Type”, co-authored by Oliver Emrich and Thomas Rudolph from University of St. Gallen (Switzerland), has been accepted for publication by the Journal of Retailing. Two large-scale experimental studies empirically investigate customer outcomes of multichannel integration strategies in the context of full and simultaneous information (Study 1) and more uncertain and subsequent information accessibility (Study 2). The authors consistently find that full integration dominates no integration, but asymmetrical integration—the strategy that is most often realized by multichannel retailers—can have a detrimental impact compared with no integration, depending on retailer type.

message of 22.01.2015