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Implementing Omnichannel Strategies The Success Factor of Agile Processes

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  • Mike Hoogveld
  • John M.D. Koster

Abstract

As an increasing number of customers is using multiple channels, organizations face complex challenges to offer these customer the seamless journey experience they demand. An extensive literature research resulted in the identification of agile processes as the key facilitating factor for continuously improving the customer performance within an omnichannel strategy. Besides agile processes other facilitating factors have been identified. These are the omnichannel strategy, people, organizational structure, and information systems. As little empirical evidence is available a conceptual model has been developed to test four hypotheses. The next step is to design and validate a measurement tool based on the conceptual model: the Agile Marketing Maturity Model (AM3).

Suggested Citation

  • Mike Hoogveld & John M.D. Koster, 2016. "Implementing Omnichannel Strategies The Success Factor of Agile Processes," Advances in Management and Applied Economics, SCIENPRESS Ltd, vol. 6(2), pages 1-2.
    • Handle: RePEc:spt:admaec:v:6:y:2016:i:2:f:6_2_2
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    Cited by:

    1. Jochen Wulf, 2020. "Development of an AHP hierarchy for managing omnichannel capabilities: a design science research approach," Business Research, Springer;German Academic Association for Business Research, vol. 13(1), pages 39-68, April.
    2. Muthaffar, Aisha & Vilches-Montero, Sonia, 2023. "Empowering retailers: A bounded rationality perspective to enhancing omnichannel journey satisfaction," Journal of Retailing and Consumer Services, Elsevier, vol. 75(C).
    3. Adivar, Burcu & Hüseyinoğlu, Işık Özge Yumurtacı & Christopher, Martin, 2019. "A quantitative performance management framework for assessing omnichannel retail supply chains," Journal of Retailing and Consumer Services, Elsevier, vol. 48(C), pages 257-269.

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