Drivers and technology-related obstacles in moving to multichannel retailing

Hdl Handle:
http://hdl.handle.net/10545/620956
Title:
Drivers and technology-related obstacles in moving to multichannel retailing
Authors:
Lewis, J.; Whysall, P.; Foster, Carley ( 0000-0003-2462-5155 )
Abstract:
Today, multichannel retailing is a key strategic issue for most retailers. Yet, while there are many drivers associated with retailers going multichannel so too are there technology-related obstacles, however, few prior empirical studies explore these themes. In light of this, by using a multi-case approach to understand the key drivers and technology-related obstacles associated with retailers moving to multichannel retailing our study makes two key contributions. First, we extend prior theory by providing novel empirical insights into the main drivers underpinning retailers using a multichannel strategy. We find that meeting customer needs and increasing sales were the primary drivers behind retailers using the strategy, although there is diversity in the way retailers respond to these motives. Second, we provide empirical support for a proposed theoretical framework which summarises the key technology-related obstacles retailers encounter when going multichannel, by stage of implementation. The framework reveals that retailers face technology-related obstacles when implementing a multichannel strategy due to the need to switch/acquire resources and achieve channel integration. Furthermore, the framework highlights that these resource and channel integration issues are often interrelated with each other and with other staff engagement and cultural issues, vary by retailer and stage of implementation, and pose greater obstacles to retailers using new and multiple channels than the extant literature suggests.
Affiliation:
Nottingham Trent University
Citation:
LEWIS, J., WHYSALL, P. and FOSTER, C., 2014. Drivers and technology-related obstacles in moving to multichannel retailing. International Journal of Electronic Commerce, 18 (4), pp. 43-68.
Publisher:
M.E. Sharpe
Journal:
International Journal of Electronic Commerce
Issue Date:
2014
URI:
http://hdl.handle.net/10545/620714; http://hdl.handle.net/10545/620956
DOI:
10.2753/JEC1086-4415180402
Additional Links:
http://irep.ntu.ac.uk/24680/; http://dx.doi.org/10.2753/JEC1086-4415180402
Type:
Article
ISSN:
1086-4415
Appears in Collections:
Centre for Business Improvement

Full metadata record

DC FieldValue Language
dc.contributor.authorLewis, J.en
dc.contributor.authorWhysall, P.en
dc.contributor.authorFoster, Carleyen
dc.date.accessioned2016-11-09T12:52:21Z-
dc.date.accessioned2016-11-22T16:38:00Z-
dc.date.available2016-11-22T16:38:00Z-
dc.date.issued2014en
dc.identifier.citationLEWIS, J., WHYSALL, P. and FOSTER, C., 2014. Drivers and technology-related obstacles in moving to multichannel retailing. International Journal of Electronic Commerce, 18 (4), pp. 43-68.en
dc.identifier.issn1086-4415en
dc.identifier.doi10.2753/JEC1086-4415180402en
dc.identifier.urihttp://hdl.handle.net/10545/620714-
dc.identifier.urihttp://hdl.handle.net/10545/620956-
dc.description.abstractToday, multichannel retailing is a key strategic issue for most retailers. Yet, while there are many drivers associated with retailers going multichannel so too are there technology-related obstacles, however, few prior empirical studies explore these themes. In light of this, by using a multi-case approach to understand the key drivers and technology-related obstacles associated with retailers moving to multichannel retailing our study makes two key contributions. First, we extend prior theory by providing novel empirical insights into the main drivers underpinning retailers using a multichannel strategy. We find that meeting customer needs and increasing sales were the primary drivers behind retailers using the strategy, although there is diversity in the way retailers respond to these motives. Second, we provide empirical support for a proposed theoretical framework which summarises the key technology-related obstacles retailers encounter when going multichannel, by stage of implementation. The framework reveals that retailers face technology-related obstacles when implementing a multichannel strategy due to the need to switch/acquire resources and achieve channel integration. Furthermore, the framework highlights that these resource and channel integration issues are often interrelated with each other and with other staff engagement and cultural issues, vary by retailer and stage of implementation, and pose greater obstacles to retailers using new and multiple channels than the extant literature suggests.en
dc.publisherM.E. Sharpeen
dc.relation.urlhttp://irep.ntu.ac.uk/24680/en
dc.relation.urlhttp://dx.doi.org/10.2753/JEC1086-4415180402en
dc.titleDrivers and technology-related obstacles in moving to multichannel retailingen
dc.typeArticleen
dc.contributor.departmentNottingham Trent Universityen
dc.identifier.journalInternational Journal of Electronic Commerceen
dc.identifier.volume18en
dc.identifier.issue4en
dc.identifier.pages43-68en
All Items in UDORA are protected by copyright, with all rights reserved, unless otherwise indicated.