Channel Conflict When Adding Internet Channel on Existing Store Based Retailer

Channel conflict when adding the Internet as a complementary marketing channel to an existing marketing channel system. A case study of a Greek mobile telecom retailer.

by GEORGIA EFROSSINIDOU

carried out in conjunction with WIND Hellas Telecommunications, Leicester

October 2009

Project submitted to Leicester University in partial fulfillment of the requirements for the degree of Master of Business Administration.

CONTENTS Page Acknowledgments Executive Summary Introduction Internet as a marketing channel Multi-channel system Research problem Research question one Research question two Research question three Research question four Delimitations Literature review Benefits from multi-channel retailing Challenges of a multi-channel system Channel conflict Causes of conflict Impact of channel conflict Approaches to minimize channel conflict Methodology Empirical evidence/ Discussion of findings Demographics Research question one Research question two Research question three Research question four MANN-WHITNEY test Conclusions Research question one Research question two Research question three Research question four Recommendations Reflections References Appendices Appendix A - Output SPSS – all respondents Appendix A1 -Output SPSS physical stores Appendix A2 -Output SPSS e-shop Appendix B -Cover letter Appendix C –Questionnaire Appendix D -Project Proposal Appendix E -Ethics Form -3-4-5-6-7-8-9-9-10-10-11-12-13-16-18-19-22-26-27-28-29-30-31-36-37-38-39-41-43-45-53-74-79-84-85-88-99-

1.1.1 1.2 1.3 1.3.1 1.3.2 1.3.3 1.3.4 1.3.5 1.4 2 2.1 2.2 2.3 2.3.1 2.3.2 2.3.3 3 4 4.1 4.2 4.3 4.4 4.5 4.6 5 5.1 5.2 5.3 5.4 6 7 8 9 9.1 9.1.1 9.1.2 9.2 9.3 9.4 9.5

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Acknowledgments I would like to thank my colleagues in WIND Hellas Telecommunications who despite their working pressure due to recent company’s unstable situation; they showed great concern in sending me their answers promptly. I especially thank Mr. Vaios Karantinos, Executive Sales

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