Get real! Managing the next stage of Internet retail

Abstract

As Internet retailers move into mainstream markets and traditional retailers venture onto the Internet, an increasingly important management question is how to successfully combine `real' and `virtual' operations. This paper aims to highlight some of the key management issues and critical success factors in `real–virtual retailing'. Three case studies are compared to illustrate the different issues facing Internet start-ups, established retailers and suppliers. Two issues in particular are highlighted as being critical — (1) management of supply and distribution (2) integration of real and virtual systems — and we suggest a practical framework that can be used to analyse these issues in `real–virtual retailers'.