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New digital devices enable consumers to ubiquitously access the Internet and inspire them to switch between online and offline channels when shopping – a phenomenon extant research on consumer behavior terms cross-channel shopping. This considerable change in consumer behavior offers great potential for retailers worldwide to strengthen their competitiveness. Today, retail incumbents aspire to integrate their channels to offer compelling switching opportunities among all online and offline channels – an approach we coin cross-channel management. However, addressing cross-channel shoppers may entail a rise in business model complexity which can only be tackled by installing a firm-wide strategic change process. Set against this transformative background, this book offers insight into how firms can overcome said inertia and successfully transform their current channel specific business model to a much more integrated system of online and offline channels. With the help of 71 interviews with top and middle managers in retailing, this book derives a variety of recommendations in the field of cross-channel management for retailers and manufacturers.
This book compiles the current state of knowledge on omnichannel retailing, a new concept in which all sales and interaction channels are considered together, and which aims to deliver a seamless customer experience regardless of the channel. It highlights case studies and examples related to each of the many barriers to an omnichannel approach, demonstrating not just success stories, but also failures. While omnichannel has already been recognized as an emerging retail trend, the articles in this book fill an important gap in research on the topic. Providing readers with essential insights on the omnichannel strategy and its implementation, the book will also stimulate academic discussion on this emerging trend.
The COVID-19 pandemic shook the world to its core. After a brief pause, organizations of all kinds had to adapt to the new circumstances given to them with very little time. The presence of the pandemic caused multiple threats that caused several disruptions to the norms, beliefs, and practices in various domains of everyday life. Both from macro and micro perspectives, individuals, households, markets, institutions, and governments developed strategies to respond to the new environment—responses that hope to eliminate or at least decrease the threats of the COVID-19 pandemic. The Handbook of Research on Interdisciplinary Perspectives on the Threats and Impacts of Pandemics explores the COVID-19 pandemic from an interdisciplinary perspective and determines how future pandemics may impact society. Beginning as a health threat, the pandemic has led the way to economic, social, psychological, political, and informational crises necessitating the examination of the phenomenon from different academic disciplines. Covering topics such as distance education, human security, and predictions, this handbook of research is an essential resource for scholars, managers, media representatives, governors, health officials, government officials, policymakers, students, professors, researchers, and academicians.
Today, most firms employ online and offline distribution channels. Customers combine both channels for information search and purchase. However, researchers and practitioners are still lacking insight concerning the creation of additional customer value, in terms of a seamless purchase experience, by combining the online and offline channels. Also, it is unclear if these channel integration activities can actually help multichannel firms obtain a strategic advantage over their online pureplay competitors. Jochen Binder investigates how, why, and to what extent an integrated online channel increases customer value and leads to higher willingness to pay, customer loyalty and purchase intention in a firm's online and offline stores.
EBOOK: Principles and Practice of Marketing
The growing power being exercised by today‘s consumer is causing significant paradigm shifts away from traditional marketing. This is leading to a whole new take on the structure and functioning of supply chain management (SCM). It‘s no longer so much about improving the manufacturing process as it is improving the point and speed of contact and th
EBOOK: Principles and Practices of Marketing 10/e
EBOOK: Principles and Practice of Marketing, 9e