Exploring organizational propensity toward inbound–outbound marketing techniques adoption: The case of pure players and click and mortar companies

Digital inbound marketing: Measuring the economic performance of grocery e-commerce in Europe and the USA

“…“The need for actionable knowledge” in the adaptation of digital marketing in this new market is emphasized by Bleoju et al. (2016) , the closest paper to the present work, which provides practical insights on how to switch between a focus on inbound marketing and outbound marketing.…”

“…and observed patterns for fast-growing digital business. Bleoju et al. (2016) ✓ ✓ ✓ ✓ ✓ ✓ Analyze the use of Inbound versus Outbound marketing techniques by pure online players and traditional firms.…”

“…Digital Inbound Marketing (DIM) has also been studied in the marketing literature from a perspective that contemplates its conceptualization, its different techniques, its function within the marketing system in general, and its own application or management ( Bleoju et al., 2016 ; Halligan and Shah, 2009 ; Hernández et al., 2010 ; Opreana and Vinerean, 2015 ; Vieira et al., 2019 ; Patrutiu-Baltes, 2016 ).…”

“…Grocery e-commerce is a subset of this retail segment with the integration of internet technology reflected in different online business formats, which has become an integral part of the grocery industry in some countries (e.g., Kureshi and Thomas, 2019 ). The most common formats observed are websites of retailers born on the web (pure players) and those of a physical nature that have incorporated e-commerce as a business unit (brick and mortar initially, click and mortar today) or offer a click and collect format ( Bleoju et al., 2016 ; Davies et al., 2019 ).…”

“…The transformative process in which the retail sector is immersed goes through digitalization, a megatrend that affects both digital and physical commerce ( Bleoju et al., 2016 ). In this sense, today, an establishment that only has one type of format or sales channel may not be competitive, since multichannel is becoming one of the strategic factors from which business is derived ( Breugelmans and Campo, 2016 ).…”