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Towards Cross-Channel Management: Strategic, Structural, and Managerial Challenges of CCM in Retailing

abstract Channel alignment initiatives challenge traditional multi-channel retailers more than ever before. With the increased usage of web 2.0 applications, customers are enabled and inspired to switch and to interact among online and offline channels along the buying process. This change in consumer behavior creates new potential for additional customer penetration and market share gains for retailers. Nowadays, multi-channel retail firms in various retail sectors strive to align their channels in order to offer compelling switching opportunities among online and offline channels - an approach we call Cross-Channel Management (CCM). However, addressing the so-called cross-channel shoppers can come at a high price, as with greater alignment across channels, overall business model complexity arises. In addition, firms need to deal with fears of cannibalization among channels as well as with potential consumer confusion effects. Hence, striving for CCM challenges a retailer on all key levels of management - disclosing strategic, structural and cultural challenges. The transition process from Multi-Channel Management (MCM) to CCM can therefore be qualified as a veritable strategic change process for the firm. Set against this transformative background, this doctoral thesis follows a holistic approach aimed at exploring how retailers need to strategically, structurally and managerially align their online and offline channels in their pursuit of CCM. This contribution will be based on a multi-level case research design.
   
keywords Cross-Channel Management, Cross-Channel Strategies, Cross-Channel Structures, Cross-Channel Leadership Skills, Multi-Level Case Research
   
partner
type dissertation project
status ongoing
start of project 2009
end of project 2013
additional informations
topics Multi-Channel Strategy Research, Cross-Business-Unit Collaboration, Microfoundations of Dynamic Capabilities
methods Qualitative Research Methods
Embedded Case Study Design
contact Margit Albers-Werk