Gartner Research

Multichannel Strategy Is the Critical Foundation for Survival in the Digital Business World

Published: 27 January 2015

ID: G00270006

Analyst(s): John Davison, Jennifer S. Beck, Stessa Cohen, Miriam Burt


Gartner defines the term "multichannel strategy" and highlights the need for C-level executives to work together more than ever to deliver a strategy to survive in a digital business world.

Table Of Contents


  • A Multichannel Strategy Is a Critical Foundation for Survival in the Digital Business World
    • Gartner Definition of Multichannel Strategy
  • Enterprises With Multiple Channels Are Struggling to Provide Their Stakeholders With One Coherent View of Their Business in Cross-Channel Processes
  • The Fundamental Relationship Between Multichannel Strategy and Digital Business Is Not Well Understood by the Market

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