The impact of digital transformation on the retailing value chain
| Autor: | Nico Wiegand, Werner Reinartz, Monika Imschloss |
|---|---|
| Jazyk: | angličtina |
| Rok vydání: | 2019 |
| Předmět: |
Marketing
Value (ethics) Great power Digitization Platforms Customer interface Interface (Java) 05 social sciences Digital transformation Competitor analysis Competition (economics) 0502 economics and business Position (finance) 050211 marketing Management studies Business 050203 business & management Industrial organization Brands Retailing |
| Zdroj: | Reinartz, W, Wiegand, N & Imschloss, M 2019, ' The impact of digital transformation on the retailing value chain ', International Journal of Research in Marketing, vol. 36, no. 3, pp. 350-366 . https://doi.org/10.1016/j.ijresmar.2018.12.002 |
| DOI: | 10.1016/j.ijresmar.2018.12.002 |
| Popis: | Consumers have traditionally made purchase decisions at the store shelf, giving institutional brick-and-mortar retailers great power to learn about and influence behaviors and preferences. With the rise of e-commerce, mobile shopping, and most recently smart technologies, new competitors threaten this long-standing supremacy. Adopting a value-creation perspective, we analyze how digitization started the erosion of institutional retailing as the primary interface to the customer. We develop a framework that identifies five new sources of value creation and propose how these advance and transform competition for this interface. Depending on the importance of the new sources of value creation (in different purchase situations), stationary retailing may prevail as an important interaction point in a multichannel decision journey. However, increasing diffusion of branded-product platforms including connected devices and online retail platforms is shifting this authority to new players. For the parties involved in this multilayered competition, acknowledging the changes and actively managing their position in the evolving eco-systems is crucial. |
| Databáze: | OpenAIRE |
| Externí odkaz: |
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