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Prioritising the barriers of omni-channel retailing implementation: an emerging market perspective

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  • Ranjit Roy Ghatak

Abstract

Omni-channel has recently appeared as a dominant strategy in the retailing sector. An OC strategy requires a channel-design and channel-management framework to align and integrate organisational systems, structure, processes, people, and resources to deliver a seamless and consistent customer experience across channels. Transformation management is challenging. The study aims to identify and investigate barriers to OC retailing by developing a framework for retail managers to prioritise and manage their removal. A literature review found 21 barriers. The study used an integrated ISM and fuzzy MICMAC approach to analyse contextual relationships between barriers. ISM produced a nine-level hierarchical model. Fuzzy MICMAC analysis classified barriers by driving power and dependency. The framework helps meet customer expectations by prioritising and eliminating barriers to OC retailing. The study fills a gap in the OC retailing literature by providing a structured framework for managing the transition to OC retailing, especially in an emerging market context.

Suggested Citation

  • Ranjit Roy Ghatak, 2024. "Prioritising the barriers of omni-channel retailing implementation: an emerging market perspective," International Journal of Business and Systems Research, Inderscience Enterprises Ltd, vol. 18(4), pages 307-336.
    • Handle: RePEc:ids:ijbsre:v:18:y:2024:i:4:p:307-336
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