Browsing by Author "Kawa, Arkadiusz"
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- Channel integration puzzle: internal obstacles, industry drivers and omnichannel capabilitiesPublication . Hajdas, Monika; Radomska, Joanna; Kawa, Arkadiusz; Klimas, Patrycja; Silva, Susana C.Purpose – In this paper, we aim to advance the research on how companies navigate channel integration by examining the internal and external challenges they encounter. Specifically, we investigate how internal obstacles and external industry drivers affect the level of channel integration. Design/methodology/approach – In our quantitative study, we collected the relevant data from 412 firms operating in over 20 diverse industries and offering both online and offline channels. We also explore how organizational omnichannel capabilities moderate the relation between internal and external factors and the level of channel integration. Findings – Our results indicate that channel integration is hindered by internal barriers, including limitations in operational efficiency, strategy and organizational culture. Additionally, external pressures stemming from industry-specific factors contribute to these challenges. Conversely, positive influences may arise from micro- environmental factors, such as an existing customer base already literate with omnichannel solutions or competitors advanced in omnichannel strategies. Originality/value – To evaluate the effects of channel integration, we examine its influence on performance across multiple dimensions (short-term, long-term and comparative), extending prior research that has predominantly emphasized short-term performance metrics.
- Unveiling retail omnichannel challenges: developing an omnichannel obstacles scalePublication . Radomska, Joanna; Kawa, Arkadiusz; Hajdas, Monika; Klimas, Patrycja; Silva, Susana C.Purpose: Retail omnichannel implementation faces barriers hindering accurate and efficient integration across marketing channels. Our desk examination identified a need for a broader perspective in investigating these barriers, moving away from a dominant, narrow approach. This research aims to develop a comprehensive set of items to measure retail omnichannel obstacles, refine the scale and assess its reliability and validity for a robust measurement tool. Design/methodology/approach: Our approach combines quantitative and qualitative methods, using data from primary and secondary sources to create and validate the omnichannel obstacles scale. Findings: This study emphasises the inclusive nature of retail functional areas, departing from prior literature that examined them in isolation. Instead of focussing on separate domains where retail omnichannel obstacles may arise, we adopt a holistic perspective by integrating previously disconnected elements. Originality/value: We assert that challenges in retail omnichannel operations encompass three distinct dimensions: operational efficiency, channel inefficiency, and strategy and organisational culture within retailing. In our final validated measurement model, we consolidate the channel inefficiency dimension and refine the omnichannel obstacles scale to emphasise two areas of consideration.