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multichannel digital business strategy

. This defines 

how different marketing and supply chain channels should integrate and support each other in 

terms of their proposition development and communications based on their relative merits for 

the customer and the company. Finally, we also need to remember that digital business strategy 

also defines how an organisation gains value internally from using electronic networks, such as 

sharing employee knowledge and improving process efficiencies through intranets. Myers et al. 

(2004) provide a useful summary of the decisions required about multichannel marketing.

The main characteristic of a multichannel digital business strategy is that it is a channel 

strategy, so it follows that:

● 

Specific digital business objectives need to be set to benchmark adoption of e-channels.

● 

Digital business strategy defines how we should: