英文摘要 |
Previous researches focused on the importance, strength, complementarity,strategy from online to offline (O2O). Some studies use business model perspectiveto investigate the strategy from online to offline. Other researches use channelconflict perspective to explain the failure from online to offline. This researchfocused on the case study of Testrite Group to investigate how enterprise providescustomers innovative service experience from online to offline (O2O). We foundthree conflict types during the O2O process: employee conflict, knowledge conflictand process conflict. In addition, we found four O2O types and some mechanismsto solve the conflicts. |