Toward the inter-channel synergy renaissance in emerging markets: evidence from adding clicks to bricks in Serbia

Purpose Newly established intersections between offline and online channels create room for enhancing inter-channel synergies. The nature and structure of emerging markets only further emphasize the need to expand existing knowledge. Consequently, this study investigates inter-channel synergy creation during offline–online retail integration in emerging markets. Design/methodology/approach Data collected from 97 companies in Serbia that...