Complementarity and Cannibalization of Offline-to-Online Targeting: A Field Experiment on Omnichannel Commerce

Xueming Luo, Yuchi Zhang, Fue Zeng, Zhe Qu. Complementarity and Cannibalization of Offline-to-Online Targeting: A Field Experiment on Omnichannel Commerce. MIS Quarterly, 44(2), 2020. [doi]

Abstract

Abstract is missing.