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Implementing self-service technologies: not without competition!

Bertrand Audrin (Department of Management, University of Fribourg, Fribourg, Switzerland)

International Journal of Retail & Distribution Management

ISSN: 0959-0552

Article publication date: 8 January 2020

Issue publication date: 29 January 2020

967

Abstract

Purpose

The purpose of this paper is to explore the implementation of self-service technologies (SST) in two competitors and unravel the process of change in two related setups, offering a comparison as well as an association of cases.

Design/methodology/approach

The paper is based on two extensive case studies of SST adoption by leading retailers in a Western European country. The analysis is based on a material-discursive approach using Greimas actantial model to identify actors’ roles in the implementation process.

Findings

Results highlight the key role of technology and organizational identity as legitimizers of the change process. The findings also emphasize the role of competition in justifying change.

Research limitations/implications

Due to the specific situation of the market in the country of study (both retailers share 70 percent of the grocery market), this research offers a textbook example of the role of competition in technological change. This helps to understand the role of competition in technological change.

Originality/value

This study explores the implementation of SST in two competitors and unravels the process of change in two related setups, offering a comparison as well as an association of cases.

Keywords

Citation

Audrin, B. (2020), "Implementing self-service technologies: not without competition!", International Journal of Retail & Distribution Management, Vol. 48 No. 2, pp. 169-185. https://doi.org/10.1108/IJRDM-09-2018-0193

Publisher

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Emerald Publishing Limited

Copyright © 2019, Emerald Publishing Limited

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