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Dynamic capabilities in the realisation of omnichannel retailing

Birgit Andrine Apenes Solem (School of Business, University of South-Eastern Norway–Campus Vestfold, Tonsberg, Norway)
Jan Ivar Fredriksen (School of Business, University of South-Eastern Norway–Campus Drammen, Drammen, Norway)
Øystein Sørebø (University of South-Eastern Norway–Campus Ringerike, Honefoss, Norway)

International Journal of Retail & Distribution Management

ISSN: 0959-0552

Article publication date: 9 August 2022

Issue publication date: 2 January 2023




Omnichannel retailing emphasises the interplay between channels to provide seamless customer experiences across shopping journeys but is challenging for retailers to implement. This research explores the necessary actions and dynamic capabilities needed of retailers to create, extend and modify the organisational resource base required for realising omnichannel retailing.


A qualitative exploratory design with in-depth interviews of Generation Z customers and retail firms was used to provide insights into the dynamic capabilities necessary for obtaining omnichannel retailing.


This research elaborates on the dynamic capabilities needed for omnichannel solutions related to (1) the underlying technology (i.e. develop an Enterprise Resource Planning (ERP) system and online store), (2) customer experience optimisation (i.e. develop product delivery, return routines, supply chain management, curated exhibitions, showrooms and pop-up stores), (3) internal and external collaboration (i.e. collaborate across business units, strengthening the core leadership team and collaborate and align with service ecosystem partners and (4) overall omnichannel functionality (i.e. establish a customer-oriented retail culture, and integrate marketing communication and customisation through data exploration).


This research enriches the retailing literature on omnichannel solutions and responds to the need for theoretical anchoring by applying the dynamic capability perspective to address actions useful for realising omnichannel retailing.



Solem, B.A.A., Fredriksen, J.I. and Sørebø, Ø. (2023), "Dynamic capabilities in the realisation of omnichannel retailing", International Journal of Retail & Distribution Management, Vol. 51 No. 1, pp. 21-38.



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