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Managing Multichannel Strategies In The Service Sector: The Example Of The French Insurance Industry
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Managing Multichannel Strategies In The Service Sector: The Example Of The French Insurance Industry
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Journal Article
Managing Multichannel Strategies In The Service Sector: The Example Of The French Insurance Industry
2014
Overview
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. The research questions used in-depth interviews with a sample of insurance directors responsible for the multichannel strategy of the major French insurance players.
