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The omni-channel approach: a utopia for companies?

2020Journal article Restricted access
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dc.contributor.authorHajdas, Monika
dc.contributor.authorRadomska, Joanna
dc.contributor.authorSilva, Susana Costa e
dc.date.accessioned2020-07-01T11:36:33Z
dc.date.available2020-07-01T11:36:33Z
dc.date.issued2020
dc.description.abstractThere has been a shift towards providing a seamless consumer journey experience in the retail industry, resulting from a customer-centric approach. In the new paradigm, channels are becoming more intertwined and intricate, and ultimately more companies are embracing the omni-channel alternative. However, this alternative seems to be difficult for companies to operationalize. Such difficulty is due to several factors that need to be identified and disentangled. Therefore, in this study we consider the barriers faced by firms and categorize them to understand whether it is possible to successfully implement the omni-channel approach. We use four case studies to investigate the obstacles, looking for brands that operate in different industries, represent different levels of channel integration and have had different experiences in the retail industry. We identify two types of obstacles: internal, including operational and strategic barriers (employee-related, organizational and vision-related factors); and external, including product-related, customer-related, legal and competitive drivers. We propose a theoretical framework that shows the scope of industry drivers affecting the implementation of an omni-channel strategy, as well as a model showing how internal and external factors affect the evolution of channel integration. As a result, we claim that for some industries and products, even if internal obstacles are significantly reduced, because of industry drivers, successful implementation of the omni-channel approach may ultimately be a utopia.pt_PT
dc.description.versionN/Apt_PT
dc.identifier.citationHajdas, M., Radomska, J., Silva, S. C. (2020). The omni-channel approach: a utopia for companies?. Journal of Retailing and Consumer Services, art. n.º 102131pt_PT
dc.identifier.doi10.1016/j.jretconser.2020.102131pt_PT
dc.identifier.eid85086032533
dc.identifier.issn0969-6989
dc.identifier.urihttp://hdl.handle.net/10400.14/30763
dc.identifier.wos000788058200006
dc.language.isoengpt_PT
dc.peerreviewedyespt_PT
dc.publisherElsevierpt_PT
dc.relation015/RID/2018/19pt_PT
dc.relationResearch Center in Management and Economics
dc.subjectChannel integrationpt_PT
dc.subjectOmni-channel strategypt_PT
dc.subjectStrategy implementationpt_PT
dc.titleThe omni-channel approach: a utopia for companies?pt_PT
dc.typejournal article
dspace.entity.typePublication
oaire.awardTitleResearch Center in Management and Economics
oaire.awardURIinfo:eu-repo/grantAgreement/FCT/6817 - DCRRNI ID/UIDB%2F00731%2F2020/PT
oaire.citation.titleJournal of Retailing and Consumer Servicespt_PT
oaire.fundingStream6817 - DCRRNI ID
person.familyNameSilva
person.givenNameSusana C.
person.identifierE-2200-2014
person.identifier.ciencia-id5818-1A55-F727
person.identifier.orcid0000-0001-7979-3944
person.identifier.ridE-2200-2014
person.identifier.scopus-author-id37076829400
project.funder.identifierhttp://doi.org/10.13039/501100001871
project.funder.nameFundação para a Ciência e a Tecnologia
rcaap.rightsrestrictedAccesspt_PT
rcaap.typearticlept_PT
relation.isAuthorOfPublication42214927-65c3-42a2-98ea-ae8c3a3eae19
relation.isAuthorOfPublication.latestForDiscovery42214927-65c3-42a2-98ea-ae8c3a3eae19
relation.isProjectOfPublication78106509-5b77-4497-98a1-a0a8d60a0ef7
relation.isProjectOfPublication.latestForDiscovery78106509-5b77-4497-98a1-a0a8d60a0ef7

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