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COMPLEMENTARITY AND CANNIBALIZATION OF OFFLINE-TO-ONLINE TARGETING: A FIELD EXPERIMENT ON OMNICHANNEL COMMERCE

Luo, XM; Zhang, YC; Zeng, FE; Qu, Z

Luo, XM (corresponding author), Temple Univ, Fox Sch Business, 1801 Liacouras Walk, Philadelphia, PA 19122 USA.

MIS QUARTERLY, 2020; 44 (2): 957

Abstract

As the online channel is crucially important, traditional offline retail stores seek to induce their existing consumers to buy online with incentives ......

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