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Operations in an Omnichannel World pp 151–174Cite as

Online Availability

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Part of the book series: Springer Series in Supply Chain Management ((SSSCM,volume 8))

Abstract

This chapter presents a research study of online availability (OLA) in six non-food consumer goods categories (baby care, fabric care, hair care, oral care, skin care, and shave care) at online and omnichannel retailers in six major countries (China, France, Germany, Japan, UK, and USA). It provides insight into the extent of online availability (OLA) and its opposite non-online availability (NOLA) using data from online retailers’ websites, reports from surveys of online shoppers, and surveys from managers of online retail and branded goods manufacturers. It illuminates online shoppers’ encounters with NOLA and reactions to it with a detailed examination of switching behavior to alternative options. It estimates the lost sales opportunities and provides guidelines for improving OLA.

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Notes

  1. 1.

    See Corsten and Gruen (2018) for full details of the study presented in this chapter. Permissions for use in this work were provided by the authors and publisher.

  2. 2.

    https://consumergoods.com/cgts-top-100-consumer-goods-companies-2016.

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Author information

Authors and Affiliations

  1. IE Business School, Madrid, Spain

    Daniel Corsten

  2. University of New Hampshire, Durham, NH, USA

    Thomas Gruen

Authors
  1. Daniel Corsten
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  2. Thomas Gruen
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Correspondence to Daniel Corsten .

Editor information

Editors and Affiliations

  1. The Wharton School, University of Pennsylvania, Philadelphia, PA, USA

    Santiago Gallino

  2. Technology and Operations Management, Harvard Business School, Harvard University, Boston, MA, USA

    Antonio Moreno

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Corsten, D., Gruen, T. (2019). Online Availability. In: Gallino, S., Moreno, A. (eds) Operations in an Omnichannel World. Springer Series in Supply Chain Management, vol 8. Springer, Cham. https://doi.org/10.1007/978-3-030-20119-7_7

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