A copy of this work was available on the public web and has been preserved in the Wayback Machine. The capture dates from 2020; you can also visit the original URL.
The file type is
Firms operating multiple channels as parallel routes to market face intense pressure to ensure superior customer satisfaction in their entire channel system. Relying on the structural alignment framework, the authors argue that to address this challenge, providers of concurrent channels should give priority to alignable channel attributes—attributes that have corresponding or "mirror" attributes in the other channels. These features are more salient to customers than nonalignable features anddoi:10.6084/m9.figshare.7622069 fatcat:qgreujnq4ndb5fkfbxemfhx4va