Determinants of Retailers’ Cross-channel Integration: An Innovation Diffusion Perspective on Omni-channel Retailing

Lanlan Cao, Rangan Gupta · 2018 · Journal of Interactive Marketing

Summary. Retailers in the U.S. adopt cross-channel integration based on their information-technology capabilities and private-label offerings, according to an innovation diffusion framework. Moderate product diversity supports integration better than high or low diversity. Financial resources matter more when industry concentration is high. The study identifies technology, organizational, and environmental factors driving omni-channel retail adoption.

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Cao, L., & Gupta, R.. (2018). Determinants of Retailers’ Cross-channel Integration: An Innovation Diffusion Perspective on Omni-channel Retailing. Journal of Interactive Marketing. https://doi.org/10.1016/j.intmar.2018.04.003

@article{cao-2018-determinants-retailers-cross-channel-integration,
  title   = {Determinants of Retailers’ Cross-channel Integration: An Innovation Diffusion Perspective on Omni-channel Retailing},
  author  = {Lanlan Cao and Rangan Gupta},
  journal = {Journal of Interactive Marketing},
  year    = {2018},
  doi     = {10.1016/j.intmar.2018.04.003},
  url     = {https://doi.org/10.1016/j.intmar.2018.04.003}
}

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TI  - Determinants of Retailers’ Cross-channel Integration: An Innovation Diffusion Perspective on Omni-channel Retailing
AU  - Lanlan Cao
AU  - Rangan Gupta
JO  - Journal of Interactive Marketing
PY  - 2018
DO  - 10.1016/j.intmar.2018.04.003
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Details

DOI: 10.1016/j.intmar.2018.04.003
Countries: United States
Regions: North America
Categories: innovation-theory, entrepreneurship, general-innovation
Added: 2026-04-28