Today, retail incumbents aspire to integrate their channels to offer compelling switching opportunities among all online and offline channels – an approach we coin cross-channel management. However, addressing cross-channel shoppers may entail a rise in business model complexity which can only be tackled by installing a firm-wide strategic change process. Set against this transformative background, this book offers insight into how firms can overcome said inertia and successfully transform their current channel specific business model to a much more integrated system of online and offline channels.
With the help of 71 interviews with top and middle managers in retailing, this book derives a variety of recommendations in the field of cross-channel management for retailers and manufacturers.
Today, retail incumbents aspire to integrate their channels to offer compelling switching opportunities among all online and offline channels – an approach we coin cross-channel management. However, addressing cross-channel shoppers may entail a rise in business model complexity which can only be tackled by installing a firm-wide strategic change process. Set against this transformative background, this book offers insight into how firms can overcome said inertia and successfully transform their current channel specific business model to a much more integrated system of online and offline channels.
With the help of 71 interviews with top and middle managers in retailing, this book derives a variety of recommendations in the field of cross-channel management for retailers and manufacturers.
Toward Cross-Channel Management: A Comprehensive Guide for Retail Firms
84
Toward Cross-Channel Management: A Comprehensive Guide for Retail Firms
84
Product Details
| ISBN-13: | 9783110553895 |
|---|---|
| Publisher: | De Gruyter |
| Publication date: | 06/26/2017 |
| Pages: | 84 |
| Product dimensions: | 6.69(w) x 9.45(h) x (d) |
| Age Range: | 18 Years |