The rivalry between online and direct selling – Is there a winner?
Acta Commercii
| Field | Value | |
| Title | The rivalry between online and direct selling – Is there a winner? | |
| Creator | Wait, Marius | |
| Description | Orientation: With the advancement of technology and intense competition, many traditional direct selling companies have had to include an online sales channel to their offerings.Research purpose: This study investigated the adoption of technology concerning online selling in the direct selling environment.Motivation for the study: This study investigated whether there is a ‘winner’ between direct selling and online selling, as well as identifying the threats, impact and future of online selling in the direct selling environment.Research design, approach and method: The study adopted a qualitative approach. A postcard-type, open-ended questionnaire was used to collect data from the directors of the direct selling companies. The collected data was analysed using inductive content analysis.Main findings: The main results indicate that online selling is here to stay and there is no winner between these two forms of selling.Practical/managerial implications: Managers should adopt a flexible approach to multichannel retailing as consumers dictate the consumption of sales channels in a multichannel sales arena.Contribution/value-add: Although this paper contributes on three levels – namely, theoretical, methodological and practical – it is the practical contribution that adds the biggest value and there is no golden formula in the structure of this multichannel sales system. | |
| Publisher | AOSIS | |
| Date | 2019-01-29 | |
| Identifier | 10.4102/ac.v19i1.679 | |
| Source | Acta Commercii; Vol 19, No 1 (2019); 7 pages 1684-1999 2413-1903 | |
| Language | eng | |
| Relation |
The following web links (URLs) may trigger a file download or direct you to an alternative webpage to gain access to a publication file format of the published article:
https://actacommercii.co.za/index.php/acta/article/view/679/1046
https://actacommercii.co.za/index.php/acta/article/view/679/1045
https://actacommercii.co.za/index.php/acta/article/view/679/1047
https://actacommercii.co.za/index.php/acta/article/view/679/1044
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