How Cannibalistic Are Brick-and-Mortar Stores: A Study of the Internet Company mymuesli

In practice, internet companies have increasingly started to offer their products through own physical stores. This development has not been yet fully taken into account in the business management and marketing research. Only few studies analyze the effect of multichannel strategies from the internet companies' point of view. The present paper aims to shed further light on this topic by projecting the state of research in multichannel management onto a practical example of the internet company mymuesli. The results of the study demonstrate that there are only negligible cannibalization effects. Together with available research findings, these results emphasize that the introduction of a brick-and-mortar store could be a promising strategy option for an internet company.