Branding and Channel Issues in E-Commerce from an Information System's Perspective

Rina Hansen, Torben Tambo

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    E-commerce has matured and become mainstream. The fashion industry is now competing strongly in the digital markets. Beside traditional web-shops, new sales and branding channels are emerging e.g. M-commerce (mobile); social commerce; marketplaces; gaming etc. E-commerce and multi-channel retailing (MCR) now have a less technology-centric perspective while focusing more on sales and branding, although technology is the carrier and imposes limits. Corporate information systems are extended to the consumer‟s computers, smartphones and digital entertainment platforms. The information systems (IS) research tradition is somewhat challenged but can provide an elaborate framework for the understanding of the business and technology changes as well as provide an ideal support for research and businesses in choosing among the different MCR options. This paper proposes a model to understand and position fashion companies‟ existing and future sales and branding channels from an IS perspective. Future research suggestions include long-term challenges and benefits of distinct electronic channels.
    Original languageEnglish
    Title of host publicationProceedings of IRIS 2011
    EditorsTimo Leino
    Number of pages16
    Place of PublicationTurku
    PublisherTurku Centre for Computer Science
    Publication date2011
    ISBN (Print)9789521226489
    Publication statusPublished - 2011
    EventThe 34th Information Systems Research Seminar in Scandinavia. IRIS 2011 - Turku, Finland
    Duration: 16 Aug 201119 Aug 2011
    Conference number: 34


    ConferenceThe 34th Information Systems Research Seminar in Scandinavia. IRIS 2011
    SeriesTUCS Lecture Notes

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