Using key informant insights as a foundation for e-retailing theory development

Retailers are experiencing varying degrees of success as they strive to incorporate Internet technology into traditional retail formats. Although a variety of explanations for uncertainty surrounding electronic retailing (e-retailing) have been offered, the lack of a sound theoretical framework driving e-retailing decisions is at the heart of challenges facing Internet retailers. We argue that the Internet represents a sufficiently unique retail environment that practitioners and academicians alike should approach the development of knowledge and understanding in this arena in a mode of "discovery." As such, qualitative and exploratory research methods can contribute significantly to e-retailing theory and decision-making frameworks. We present results of a key informant study of e-retailers, and provide the theoretical foundation for a model for effective integration of the Internet into the retail mix. (C) 2002 Elsevier Science Inc. All rights reserved.