Centro de Documentacion de Fundación MAPFRE - Get the right mix of bricks & clicks

MAP20071501026

Get the right mix of bricks & clicks / by Ranjay Gulati and Jason Garino

If you think you need to keep your Internet initiatives separate from your traditional business, think again. Many of the most innovative Internet players are integrating their virtual and physical operations. The key to success, they've found, lies in how you carry out the integration. In this article, we'll look at three established retailers that have taken very different approaches to integrating their physical and virtual operations. Their experience reveals the spectrum of choices available and illustrates some of the trade-offs involved in each choice

En: Harvard business review. - Boston. - May-June 2000 ; p. 107-114

1. Empresas virtuales . 2. Internet . 3. Management . 4. Tecnologías interactivas . 5. Casos prácticos . 6. Comercio electrónico . I. Garino, Jason . II. Título. III. Título: Harvard Business Review.