[HTML][HTML] Digital transformation: A multidisciplinary reflection and research agenda
Digital transformation and resultant business model innovation have fundamentally altered
consumers' expectations and behaviors, putting immense pressure on traditional firms, and …
consumers' expectations and behaviors, putting immense pressure on traditional firms, and …
Cross-channel effects of omnichannel retail marketing strategies: A review of extant data-driven research
The authors review 50 empirical retailing research papers that have appeared over the last
20 years to take stock of what we know, need to know better, and do not know yet about …
20 years to take stock of what we know, need to know better, and do not know yet about …
Evolution of retail formats: Past, present, and future
In this paper, the authors review current literature on retail formats and propose a new
customer-centric framework for retailers to focus on as they continue to innovate and evolve …
customer-centric framework for retailers to focus on as they continue to innovate and evolve …
The omnichannel continuum: Integrating online and offline channels along the customer journey
SA Neslin - Journal of retailing, 2022 - Elsevier
This paper provides a framework for conceptualizing omnichannel integration as a
continuum, identifies phenomena that determine how firms should position along that …
continuum, identifies phenomena that determine how firms should position along that …
[HTML][HTML] Combining channels to make smart purchases: The role of webrooming and showrooming
In this study, the authors analyse the influence of specific combinations of online and
physical channels (webrooming and showrooming) on the customer experience …
physical channels (webrooming and showrooming) on the customer experience …
Top managers in the digital age: Exploring the role and practices of top managers in firms' digital transformation
This study explores the role and facilitating actions of top managers in response to the digital
transformation. Building on 27 in‐depth interviews with top managers and close associates …
transformation. Building on 27 in‐depth interviews with top managers and close associates …
[HTML][HTML] Sustainable digital transformation for ambidextrous digital firms: Systematic literature review, meta-analysis and agenda for future research directions
B Nyagadza - Sustainable Technology and Entrepreneurship, 2022 - Elsevier
The study examines sustainable digital transformation aspects, comprehensively unpack
their nature and implications to digital marketing firms' ambidexterity. Sustainable digital …
their nature and implications to digital marketing firms' ambidexterity. Sustainable digital …
Loyalty formation for different customer journey segments
The proliferation of new touchpoints empowers today's customers to design their own
journey from search to purchase. To address this new complexity, we segment customers by …
journey from search to purchase. To address this new complexity, we segment customers by …
Searching online and buying offline: Understanding the role of channel-, consumer-, and product-related factors in determining webrooming intention
In recent times, the increasing accessibility of mobile technology has led to changes in
consumers' purchasing behavior. Despite the gloom and doom hearsay about how …
consumers' purchasing behavior. Despite the gloom and doom hearsay about how …
Customer's reaction to cross-channel integration in omnichannel retailing: The mediating roles of retailer uncertainty, identity attractiveness, and switching costs
Although omnichannel retailing has gained significant interest among academics and
practitioners, the mechanisms through which customers react to Cross-Channel Integration …
practitioners, the mechanisms through which customers react to Cross-Channel Integration …