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Conceptual Framework for Analysing Service Innovations, Resources, and Dynamic Capabilities in Omnichannel Retailing

In: The Palgrave Handbook of Breakthrough Technologies in Contemporary Organisations

Author

Listed:
  • Bastian Mrutzek-Hartmann

    (Mrutzek Meeres-Aquaristik GmbH)

  • Herbert Kotzab

    (University of North Florida)

  • Julia Fischer

    (Brandenburg University of Technology Cottbus-Senftenberg)

Abstract

To be successful in today’s competitive marketplace, retailers are required to utilise multiple channels of distribution, which is known as omnichannel retailing (OCR). This chapter identifies the necessary resources and capabilities, which retailers require to prepare an OCR strategy. Besides this, the chapter combines resources and capabilities with the notions of service innovations and distinguishes these between front- and back-end activities, which literature did not considered so far. By this, the framework integrates customer-facing interactions with operational processes with the goal of improving customer experience.

Suggested Citation

  • Bastian Mrutzek-Hartmann & Herbert Kotzab & Julia Fischer, 2025. "Conceptual Framework for Analysing Service Innovations, Resources, and Dynamic Capabilities in Omnichannel Retailing," Springer Books, in: Mahmoud Moussa & Adela McMurray (ed.), The Palgrave Handbook of Breakthrough Technologies in Contemporary Organisations, chapter 0, pages 357-371, Springer.
    • Handle: RePEc:spr:sprchp:978-981-96-2516-1_28
    DOI: 10.1007/978-981-96-2516-1_28
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