id	author	title	date	pages	extension	mime	words	sentences	flesch	summary	cache	txt
cord-348106-agwdmtug	Shankar, Venkatesh	Omnichannel Marketing: Are Cross-Channel Effects Symmetric?	2020-09-07		.txt	text/plain	10138	578	50	The rapid growth in omnichannel (e.g., Web, call center, sales agent, store) shopping and the need to effectively allocate resources across channels are prompting managers and researchers to better understand cross-channel effects, that is, the effects of marketing efforts in one distribution channel on shopping outcomes in other channels. While the effect of marketing efforts in a channel on shopping outcomes in a dissimilar (with a different primary influence role) channel is positive (e.g., exclusive agent, the Web, and the call center channels are complementary), the magnitudes of the cross-channel effects are asymmetric. While the effect of marketing efforts in a channel on shopping outcomes in a dissimilar (with a different primary influence role and richness) channel is positive (e.g., J o u r n a l P r e -p r o o f Journal Pre-proof exclusive agent, the Web, and the call center channels are complementary), the directions and extent of cross-channel effects are asymmetric.	./cache/cord-348106-agwdmtug.txt	./txt/cord-348106-agwdmtug.txt