Summary and discussion of results


The concluding chapter shall reflect a critical appraisal of the findings in this work. In chapters 2, E-commerce multichannel retailing, and 3, Performance measurement, the theoretical foundations for the construction of a performance measurement system for e-commerce multichannel retailers were laid. Multichannel retailing and its relevance in marketing literature was pointed out. Also the evolution of performance measurement and the requirements in modern performance measurement systems were discussed. A set of e-commerce relevant success factors was presented. The final part of the theoretical foundation of this work presented the discussion of multichannel-specific performance measures. These measures cover customer behavior and aim to capture the channel switching behavior of multichannel customers.


Success Factor Strategic Goal Migration Model Marketing Literature Performance Measurement System 
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© Gabler | GWV Fachverlage GmbH, Wiesbaden 2008

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