论文信息 - Managing Multichannel Strategies In The Service Sector: The Example Of The French Insurance Industry

Managing Multichannel Strategies In The Service Sector: The Example Of The French Insurance Industry

The goal of this paper is to investigate the implementation of multichannel strategies in the service sector and to understand objectives, difficulties faced by companies, synergies and competitive effects among channels, and future areas of investment. We answer our research questions using in depth interviews with a sample of insurance directors responsible for the multichannel strategy of the major French insurance players.

Ilaria Dalla Pozza | Lionel Texier | L. Texier

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