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Seeking stability or change? Retailers’ organizational legitimacy, strategic orientation and cross-channel integration

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  • Xue, Jiaqi
  • Qian, Liping
  • Cai, Jingang
  • Jiang, Xiuling

Abstract

This study examines how brick-and-mortar retailers' organizational legitimacy interacts with different strategic orientations to impact decision-making on cross-channel integration by drawing upon institutional theory and multi-channel or omni-channel retailing literature. Using ordered logistic regression on the data of 57 Chinese A-share listed companies from 2012 to 2018, the empirical results show that a retailer's organizational legitimacy has an inverse U-shaped effect on its cross-channel integration. Furthermore, technological orientation strengthens the positive impact of organizational legitimacy on cross-channel integration, encouraging retailers to seek change; whereas sales orientation enhances the negative effect of organizational legitimacy on cross-channel integration, forcing retailers to seek stability. This study provides managerial guidance for brick-and-mortar retailers when formulating strategic decisions regarding cross-channel integration.

Suggested Citation

  • Xue, Jiaqi & Qian, Liping & Cai, Jingang & Jiang, Xiuling, 2024. "Seeking stability or change? Retailers’ organizational legitimacy, strategic orientation and cross-channel integration," Journal of Retailing and Consumer Services, Elsevier, vol. 80(C).
    • Handle: RePEc:eee:joreco:v:80:y:2024:i:c:s0969698924002054
    DOI: 10.1016/j.jretconser.2024.103909
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    References listed on IDEAS

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