Transitioning to an Omnichannel Approach: A Dynamic Capability Perspective

Item Type Conference or Workshop Item (Paper)
Abstract

The proliferation of digital devices and services has fundamentally changed consumer behavior and needs, and thus the way consumers engage with firms. Many consumers want to engage with firms across all channels, enjoying seamless switching and simultaneous use. Within this dynamic channel environment, the omnichannel concept has been proposed as an appropriate approach to fulfill these demands. However, in practice, many firms do not yet provide an omnichannel experience and need to transform. With this research-in-progress paper, we outline our approach to investigating this phenomenon based on the concept of dynamic capabilities. With insight gained through a multiple case study approach, we hope to give practitioners decision support and researchers new stimuli for further research by identifying best practice dynamic capabilities for transitioning to omnichannel management.

Authors Mirsch, Tobias; Lehrer, Christiane & Jung, Reinhard
Projects Jung, Prof. Dr. Reinhard; Lehrer, Prof. Dr. Christiane; Mirsch, Tobias & Wieneke, Alexander (2017) Competence Center Digital Service Innovation [applied research project] Official URL
Language English
Keywords omnichannel management, dynamic capabilities, channel integration, case study
Subjects business studies
information management
Institute/School IWI - Institute of Information Management
HSG Classification contribution to scientific community
HSG Profile Area SoM - Business Innovation
Refereed Yes
Date 2016
Publisher Association for Information Systems
Place of Publication AIS Electronic Library (AISeL)
Title of Book Proceedings of the International Conference on Information Systems - Digital Innovation at the Crossroads, ICIS 2016
Event Title 37th International Conference on Information Systems (ICIS 2016)
Event Location Dublin, Ireland
Event Dates 11.-14.12.2016
ISBN 978-0-9966831-3-5
Official URL http://aisel.aisnet.org/icis2016/ISStrategy/Presen...
Depositing User Prof. Dr. Christiane Lehrer
Date Deposited 01 Oct 2016 08:00
Last Modified 19 Apr 2017 15:05
URI: https://www.alexandria.unisg.ch/publications/249330

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Citation

Mirsch, Tobias; Lehrer, Christiane & Jung, Reinhard: Transitioning to an Omnichannel Approach: A Dynamic Capability Perspective. 2016. - 37th International Conference on Information Systems (ICIS 2016). - Dublin, Ireland.

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https://www.alexandria.unisg.ch/id/eprint/249330
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