Clicks and Mortar

Clicks and Mortar

David L. Bahn (Metropolitan State University of Minnesota, USA)
Copyright: © 2006 |Pages: 3
DOI: 10.4018/978-1-59140-799-7.ch017
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Abstract

“Clicks and mortar” signifies the use of electronic commerce (clicks) in combination with traditional (brick-and-mortar) operations. In the domain of business strategy and operations, this has also been known as “bricks and clicks,” referring to the deployment of electronic commerce alongside conventional business operations in a manner that best utilizes the strengths of each channel in a complementary and synergistic manner (Stuart, 2000).

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