An Examination of the Web-Based Strategies of the Top 100 U.S. Retailers

Abstract

This article presents a two-stage study examining the Web-based strategic objectives of the top 100 u.s. retailers. In-depth interviews, Web site observation and a review of the Web-based literature were used to ascertain the strategic objectives of retailers establishing Web sites. Three strategic objectives were found: online sales, communication, and customer service. The second study content analyzed the Web sites of the top 100 U.S. retailers. Results indicate that a majority of these retailers are utilizing their Web sites for advertising, public relations and customer service access.

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Notes on contributors

David A. Griffith

David A. Griffith (Ph.D., Kent State University) is an assistant professor of marketing in the Michael F. Price College of Business at the University of Oklahoma in Norman, Oklahoma. His research interests are in the areas of international marketing strategy, cross-cultural relationship development and electronic commerce. His research has appeared in journals such as Marketing Management, Business Horizons, Journal of Marketing Channels, Journal of World Business, Long Range Planning, The International Executive, International Marketing Review, Communications of the ACM, as well as various national and regional proceedings.

Robert F. Krampf

Robert F. Krampf (Ph.D., University of Cincinnati) is associate professor of marketing in the Graduate School of Management at Kent State University in Kent, Ohio. His research and consulting focuses on retail and industrial corporate strategy. He has published in journals such as Journal of Business Research, Long Range Planning, Journal of Psychology and Marketing and Journal of Healthcare Marketings.