Research Summary

Retail and the Internet

by Rajiv Lal


The emergence of new technology, increasing number of new retail formats and the emphasis on store brands are contributing factors to enormous changes taking place in retailing. Rajiv Lal's work on the use of the Internet by retailers calls into question the conventional wisdom about the effect of selling via the Internet on brand loyalty and brand equity. This research suggests that contrary to popular belief, the Internet offers the possibility for retailers to leverage their brand equity and argues for a dramatic change in the role of the retail store when used in conjunction with the Internet.