La distribución de artículos deportivos en Españaevaluación de la estrategia omnicanal del sector

  1. Fernández-Sabiote, Estela 1
  2. López-López, Inés 1
  3. Sicilia, María 1
  1. 1 Universidad de Murcia
    info

    Universidad de Murcia

    Murcia, España

    ROR https://ror.org/03p3aeb86

Revista:
Redmarka: revista académica de marketing aplicado

ISSN: 1852-2300

Ano de publicación: 2020

Título do exemplar: El marketing en el escenario mediático contemporáneo

Volume: 24

Número: 1

Páxinas: 1-16

Tipo: Artigo

DOI: 10.17979/REDMA.2020.24.1.6234 DIALNET GOOGLE SCHOLAR lock_openAcceso aberto editor

Outras publicacións en: Redmarka: revista académica de marketing aplicado

Resumo

There have been growing calls in recent years for the implementation of an omnichannel distribution strategy to create a seamless flow of goods between companies’ online and offline channels. This study uses a content analysis of different dimensions and indicators to assess the level of omnichannel development among the main sports retailers in Spain. The results show that companies have made significant progress in the direction of omnichannel operations, Decathlon being by far the most advanced in this regard. The study also shows, however, that there is still room for improvement and investment if companies wish to obtain the competitive advantage offered by omnichannel distribution.

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Fonte de datos: Dialnet