Document Controls
For eBusiness & Channel Strategy Professionals
| Primary Analyst Photo | Document Information | Rate this Document |
|---|---|---|
|
December 16, 2009 The Role Of eBusiness In Multichannel StrategyeBusiness Owns More Than The Web But Struggles With Channel Executionby Carrie Johnson, Elizabeth Davis with Kate van Geldern |
Average: 9
(6 ratings)
|
This is an excerpt
Executive Summary
Consumers today are more multichannel than ever before: 70% of consumers researched a product online and then bought it in another channel in 2009. To determine the role that eBusiness teams play in crafting and executing their overall corporate multichannel strategy, we surveyed members of our eBusiness And Channel Strategy Professional Research Panel about their cross-channel efforts and how they prioritize channel investments for 2010. We found that many eBusiness leaders have reporting and P&L responsibility today for much more than just the Web channel, and they often have a seat at the table to plan channel strategies. When it comes to executing those strategies, however — and effectively implementing cross-channel interactions — there is definite room for improvement.
This is an excerpt
Buy Risk-Free
Price: US $499
Our Service Guarantee: If you are not completely satisfied with this document, notify Forrester within 24 hours of purchase for a full refund.
Already a Forrester Client?
Log in to read this document.
