{"product_id":"bricks-and-clicks-the-right-balance-between-virtual-and-physical-stores-using-the-examples-of-zara-and-dell-von-eva-muller","title":"Bricks and Clicks.The right balance between virtual and physical stores","description":"\u003cp\u003eSeminar paper from the year 2012 in the subject Business economics - Offline Marketing and Online Marketing, grade: 1,3, Shanghai University (International Management), course: E-Commerce, language: English, abstract: As the importance of E-Commerce is constantly growing, traditional brick-and mortar companies have to consider building up an additional sales channel ¿ the Internet.\u003c\/p\u003e\u003cp\u003eIn order to be successful, companies have to find an appropriate proportion between full integration and separation of virtual and physical store.\u003c\/p\u003e\u003cp\u003eThe purpose of this paper is to give an overview of the article ¿Get the Right Mix of Bricks \u0026amp; Clicks¿ by Ranjay Gulati and Jason Garino, which was published in the Harvard Business Review of June 2000.To understand the concept better, the author is applying the arguments to two E-business firms: ¿Zarä, a clothing retailer and ¿Dell¿, a computer manufacturer.\u003c\/p\u003e\u003cdiv class=\"aw-variant-hidden-subtitle-div\" id=\"aw-variant-subtitle-9783656939610\"\u003e\u003ch3\u003eUsing the Examples of Zara and Dell\u003c\/h3\u003e\u003c\/div\u003e","brand":"Libri","offers":[{"title":"Softcover - 9783656939610","offer_id":39447477190749,"sku":"9783656939610","price":17.95,"currency_code":"EUR","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0940\/0622\/files\/5a0e5fab-aca8-499b-8096-b7f44ff3c3c0.jpg?v=1778218863","url":"https:\/\/shop.autorenwelt.de\/en\/products\/bricks-and-clicks-the-right-balance-between-virtual-and-physical-stores-using-the-examples-of-zara-and-dell-von-eva-muller","provider":"Autorenwelt Shop","version":"1.0","type":"link"}