Managing Electronic Channels: The KLM Cargo Cyberpets Case
分析了电子渠道的挑战与要求，以KLM货运的宠物运输服务Cyberpets为例，指出渠道孤岛和协调问题是影响渠道效果的主要障碍，对管理者和研究者有参考价值。
The adoption and management of electronic channels provide critical challenges for managers and researchers in the field of information systems. With the recent advent of electronic commerce, new business models have emerged to capture the value of on-line electronic channels. In electronic channels, channel functions in particular can be combined creatively to reduce costs and improve responsiveness and can be dispersed among several different players. We argue that buying processes and channel functions in electronic channels are of a key strategic nature. This paper presents an analysis of the challenges and requirements of electronic channels and illustrates these with the KLM Cargo Cyberpets case. Cyberpets refers to Pets Travel Service, KLM Cargo's recent addition to its electronic commerce portfolio which organizes and facilitates air transportation plus ancillary services for cats and dogs. The existence of ‘Channel silos’ and channel coordination problems were found to be one of the main inhibitors for channel effectiveness and success. The paper concludes with suggestions for managers as well as for researchers.