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Striving for cross-channel synergy: a study of SMEs in transition economy

dc.contributor.authorDokić, Aleksa
dc.contributor.authorStojković, Dragan
dc.contributor.authorSilva, Susana
dc.contributor.authorVlačić, Božidar
dc.date.accessioned2021-05-12T17:26:02Z
dc.date.available2021-05-12T17:26:02Z
dc.date.issued2020
dc.description.abstractThe extent to which SMEs in transitional economies ensure seamless shopping experience may make the difference between venture“s success or failure. In order to respond to increasingly demanding consumers, ventures in transitional economies are shifting from mono-channels to multi-channel strategies. As the ventures in transitional economies are characterised by limited resources and undeveloped marketing channels, the purpose of this study is to examine the role of organizational support in the pursuit for cross-channel synergy. Drawing on the data collected from 97 SMEs in Serbia we found that the higher levels of cross-channel synergy are achieved through direct support to omni-channel (integrated approach) and additional enchancment of offline channels. We further discuss why an additional support to offline channels rather than online channels is more prudent and provide fruitfull future research avenues.pt_PT
dc.description.versioninfo:eu-repo/semantics/publishedVersionpt_PT
dc.identifier.issn2709-1589
dc.identifier.urihttp://hdl.handle.net/10400.14/33062
dc.language.isoengpt_PT
dc.peerreviewednopt_PT
dc.titleStriving for cross-channel synergy: a study of SMEs in transition economypt_PT
dc.typeconference object
dspace.entity.typePublication
oaire.citation.titleProceedings of the European Marketing Academypt_PT
person.familyNameSilva
person.familyNameVlacic
person.givenNameSusana C.
person.givenNameBozidar
person.identifierE-2200-2014
person.identifierI-6981-2016
person.identifier.ciencia-id5818-1A55-F727
person.identifier.ciencia-id3C1F-6E22-A45C
person.identifier.orcid0000-0001-7979-3944
person.identifier.orcid0000-0003-0152-1521
person.identifier.ridE-2200-2014
person.identifier.ridI-6981-2016
person.identifier.scopus-author-id37076829400
person.identifier.scopus-author-id57212764901
rcaap.rightsopenAccesspt_PT
rcaap.typeconferenceObjectpt_PT
relation.isAuthorOfPublication42214927-65c3-42a2-98ea-ae8c3a3eae19
relation.isAuthorOfPublication15cfafad-2094-4b17-87a7-25f304d897cb
relation.isAuthorOfPublication.latestForDiscovery42214927-65c3-42a2-98ea-ae8c3a3eae19

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