The Role of Electronic Channels in Micro-Sized Brick-and-Mortar Firms

Abstract

The purpose of this study is to increase understanding of the role of electronic channels in micro-sized brick-and-mortar firms, which are just starting to utilize new channels in the promotion of their goods and services. With the use of a multiple case study method containing six cases, the study first identifies external and internal factors affecting the adoption and use of e-channels in micro-sized firms. Secondly, the results propose, in line with previous literature, that different e-channel utilization levels can be identified. The paper provides both theoretical and managerial implications.