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Marketplaces are changing, and customers are demanding improved experiences where they want, how they want, and when they want. The omnichannel concept is perceived as an evolution of multichannel retailing, which implies a blurring division between the physical and online stores. In the omnichannel environment, customers move freely among physical and online stores expecting seamless shopping experiences between channels. Among different generational consumer groups, Gen Z deserves marketers’ particular attention, which is the new rising segment for omnichannel experiences. The purpose of this chapter is first to verify the essence of generational differences in consumer’s omnichannel buying behavior by giving a special focus on the Gen Z segment. Secondly, this chapter discusses how retailers should integrate their online and offline store channels to provide the best retail brand experience to these distinctive Gen Z consumers.

In retail industry, it is very important that companies start to own an omnichannel approach in order provide an integrated experience. This approach is recognized as a key to have sustainable growth for companies and brands. In this study, it is aimed to examine the application of omnichannel decisions in different marketing channels and the contributions of this approach in the strategic plans of companies to create an overall customer experience in Turkey. For this purpose, a thorough literature review was provided on different marketing channel approaches, especially retailing and wholesales. In-depth interviews with companies showed that companies in Turkey are underway to include omnichannel approach in their short-term plans to improve their sales volume, and these companies also use this approach as a positioning by creating an integrated customer experience through customer relationship management.

This case is based on a family business in the retail industry located in various cities in Malaysia. Celebrating its 33rd anniversary in 2023, the company was officially established by Tan Lee Hong in 1990, who later invited his brothers and sisters to join the business, making it a family business. Tan Lee Hong started the stationary store business because he was determined to provide his family a better life. Similar to most family businesses, there were challenges that the CEO needed to cope with in addressing family and business. In addition, during the COVID-19 pandemic, all the stores were temporarily closed which affected the performance of the business, and they had to come up with a solution to overcome the situation.

The purpose of this chapter is to analyse the theoretical work conducted in the fields of e-business adoption by small businesses in the UK. This chapter aims to explore the benefits and drawbacks that influence small businesses in adopting Internet-based e-business. We are thus responding to a need to recognise and measure the perceived importance of driving forces and barriers in the adoption of e-business solutions among small businesses. Currently, adoption of e-business is rapidly growing among business organisations throughout the world. Crucially, it is often seen as an essential strategic tool that attracts many companies in turning their traditional business strategy to e-business and as a more complex concept of interfirm cooperation.

A structured work was applied to synthesise a theoretical model. A meticulous search of available literature was conducted, focussing on key terms such as e-business adoption, benefits, drawbacks and small businesses in the UK. We identify that e-business adoption within small businesses is affected by perceived relative advantage, perceived compatibility, CEO’s innovativeness, information intensity, buyer/supplier pressure, support from technology vendors and competition. Furthermore, the value of such adoption depends on how, in the face of rapid growth, small businesses can effectively expand IT resources, strategic planning and business partnerships to develop e-business capability and business process competence. These are the key areas of activity which help adopting companies to achieve outstanding business performance. The findings of this study to date are presented within the limiting parameters of methodology based upon use of self-report scales to measure the constructs of the theoretical model. The main orientation of the work of this study is theoretical and sectional which provides a static picture of e-business adoption by small businesses – offering guiding practical insight and providing foundations for subsequent empirical study.

This chapter offers researchers a broader and more comprehensive view of the benefits and drawbacks that influence small businesses in adopting Internet-based e-business. Educators, researchers and practitioners will be all benefitted. In recent years, e-business has been adopted by many corporations to improve operational efficiency and profitability and to strengthen their competitive position and potential for survival in the new economic era (the information era).

Retailing has developed from independent merchants to multinational giants operating through global value chains, which has profoundly shaped consumption patterns in Western economies. This constant development currently consists of three global-scale change trajectories – climate change, online consumption, and technological development – that affect the retail industry. Based on this, this chapter concentrates on connecting the development paths of consumption and retailing and identifies various factors that affect the future of international retailing. The authors analyze the changes in institutional logics of international retailing by mapping the past, present, and future of the retail industry and consumption using content analysis of secondary data. The authors pay special attention to the effect of the current Covid-19 crisis on the future development of the retail industry. In the findings of this chapter, the authors recognize institutional logics changes in organizing the position of retailing as a connector of customers and producers, and the authors suggest blockchain to be an emerging new institutional order.