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Crafting an Omnichannel Strategy: Identifying Sources of Competitive Advantage and Implementation Barriers

In: Exploring Omnichannel Retailing

Author

Listed:
  • Olli Rusanen

    (Aalto University)

Abstract

Omnichannel retailing (OCR) is an emerging concept with an emphasis on channel integration for providing seamless customer experiences across various channels. Scholars have studied omnichannel consumption extensively, but there is a need for research on the sources of competitiveness and the potential implementation barriers associated with omnichannel strategies. The purpose of this chapter is to broaden the applicability of omnichannel retailing from a narrow marketing base to take into account societal context (public policy), competitive factors (strategy), and intra-organizational structure (management). I will identify new research areas for academics and issues relating to the strategic management of omnichannel retailing for practitioners. Two workshops were organized for a mixture of academics, retail managers, and consultants. Five OCR-related topic areas emerged from these workshops: (1) societal context, (2) established research regarding omnichannel consumption, (3) internal omnichannel resources as a driver of sustainable competitive advantage, (4) unique features of an omnichannel strategy as a driver of a differentiated market position, and (5) structural implementation barriers of an omnichannel strategy. These areas were further specified through a problematization-based literature review. The results are summarized in a model: the omnichannel strategy triangle.

Suggested Citation

  • Olli Rusanen, 2019. "Crafting an Omnichannel Strategy: Identifying Sources of Competitive Advantage and Implementation Barriers," Springer Books, in: Wojciech Piotrowicz & Richard Cuthbertson (ed.), Exploring Omnichannel Retailing, pages 11-46, Springer.
    • Handle: RePEc:spr:sprchp:978-3-319-98273-1_2
    DOI: 10.1007/978-3-319-98273-1_2
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    Cited by:

    1. Zhang, Xueting & Park, Younggeun & Park, Jaejin & Zhang, Hao, 2024. "Demonstrating the influencing factors and outcomes of customer experience in omnichannel retail," Journal of Retailing and Consumer Services, Elsevier, vol. 77(C).

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