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1 – 10 of over 4000Sara Melén Hånell, Emilia Rovira Nordman, Daniel Tolstoy and Nurgül Özbek
The purpose of this paper is to explore how market factors (pertaining to institutions, competition and resources) shape the international strategies of an online retailer.
Abstract
Purpose
The purpose of this paper is to explore how market factors (pertaining to institutions, competition and resources) shape the international strategies of an online retailer.
Design/methodology/approach
A single qualitative case study research design is employed to conduct in-depth analyses of a Swedish internationalising small- and medium-sized enterprise (SME) in the retail business.
Findings
The findings show that online retailers can use partnerships to tackle industry dynamics and break into foreign markets. This type of “piggy-back internationalisation” can be an effective strategy of handling foreign market dynamics in the entry phase: that is to say, the short term. Reliance upon relationships, however, may paradoxically inhibit retailers’ abilities to stay competitive in the post-entry phase (i.e. the long term) since they become cut-off from the first-hand market learning.
Research limitations/implications
The authors provide propositions based upon the findings to support further research in the international marketing and international retailing literature.
Practical implications
The findings enhance the understanding of how electronic commerce affects SME internationalisation. They also generate new insights into the use of possible international expansion strategies for managers in retail SMEs.
Originality/value
This study introduces a new theoretical perspective to build upon international retail research and contributes to the international retail literature with relevant insights into both advantages and disadvantages of using partnerships to overcome challenges related to international online retailing.
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Lina Dagilienė, Viktorija Varaniūtė and Judith Maja Pütter
Taking into account retailers' critical position in the value chain, their sector's economic significance and environmental externalities, in addition to the institutional agenda…
Abstract
Purpose
Taking into account retailers' critical position in the value chain, their sector's economic significance and environmental externalities, in addition to the institutional agenda, this paper aims to explore the drivers influencing retailers to shift to more sustainable business models.
Design/methodology/approach
The paper utilises the institutional competing logic, including in-depth interviews with major supermarket retail chains and one expert group discussion. The data gathered in Germany and Lithuania were complemented by desk research analysis, including corporate social responsibility (CSR) reports and management reports.
Findings
The paper provides empirical insights into how multiple drivers through institutional competing logic are brought about influencing the shift to more sustainable business models. The results show that retail chains in both countries implement their sustainability based on triple environmental-legal-financial drivers. However, different types of retail chains–namely premium retailers, typical retailers and discounters–implement their sustainability discourse differently.
Research limitations/implications
Because of the chosen research approach, the results may lack generalisability. Therefore, researchers are encouraged to test the proposed propositions further.
Social implications
Interestingly, retailers “shift” their responsibility to the consumers rather than encourage themselves to make more sustainable choices. The authors observe a more passive and responsive role of retailing chains because of the inherent trade-off between revenue growth and sustainable consumption.
Originality/value
The original contribution lies in exploring how retail chains adapt institutional competing logic and are influenced by multiple drivers when implementing their sustainability activities. In addition, the authors propose a conceptual model for retailers' sustainability management, as well as formulate three research propositions.
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Giada Salvietti, Cristina Ziliani, Christoph Teller, Marco Ieva and Silvia Ranfagni
The study aims to propose a comprehensive overview of the Omnichannel phenomenon by identifying its theoretical foundations as well as future research directions.
Abstract
Purpose
The study aims to propose a comprehensive overview of the Omnichannel phenomenon by identifying its theoretical foundations as well as future research directions.
Design/methodology/approach
In order to systematize Omnichannel-centered contributions and identify future research directions for post-Covid-19, this study adopted a mixed-method study, combining a systematic literature review, a bibliometric co-citation analysis and a panel discussion by field experts.
Findings
In Study 1, the authors traced extant literature on Omnichannel back to its theoretical foundations, which led to the identification of four research areas in which the concept of Omnichannel is rooted. Contributions pertaining to the aforesaid research areas were discussed and submitted to a panel of experts (Study 2) after the lockdown periods. The experts gave various insights into both the past and future of Omnichannel research. Finally, a framework synthesizing theoretical foundations of Omnichannel, literature gaps and opportunities for future research is provided.
Originality/value
To our knowledge, this is the first attempt to combine mixed methods study in Omnichannel research and to involve a panel of experts in order to discuss the findings of a literature review and evaluate future research directions. This choice allowed us to investigate both incumbent academic and managerial challenges raised by Omnichannel and to provide guidance for the post-pandemic recovery.
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Stanley Frederick W.T. Lim and Jagjit Singh Srai
The purpose of this paper is to investigate the interplay between configuration dimensions (network structure, network flow, relationship governance, and service architecture) of…
Abstract
Purpose
The purpose of this paper is to investigate the interplay between configuration dimensions (network structure, network flow, relationship governance, and service architecture) of last-mile supply networks (LMSN) and the underlying mechanisms influencing omnichannel performance.
Design/methodology/approach
Based on mixed-method design incorporating a multiple embedded case study, mapping, survey, and archival records, this research involved undertaking in-depth within- and cross-case analyses to examine seven LMSNs, employing a configuration approach.
Findings
The existing literature in the operations management (OM) field was shown to provide limited understanding of LMSNs within the emerging omnichannel context. Case results suggest that particular configurations have intrinsic capabilities, and that these directly influence omnichannel performance. The study further proposes a taxonomy of LMSNs comprising six forms, with two hybrids, supporting the notion of equifinality in configuration theory. Propositions are developed to further explore interdependencies between configurational attributes, refining the relationship between LMSN types, and factors influencing omnichannel performance.
Practical implications
The findings provide retailers with a set of design parameters for the (re)configuration of LMSNs and facilitate performance evaluation using the concept of fit between configurational attributes. The developed model sheds light on the consequential effects when certain configurational attributes are altered, preempting managerial attention. Given the global trend in urbanization, improved LMSN performance would have positive societal impacts in terms of service and resource efficiency.
Originality/value
This is one of the first studies in the OM field to critically analyze LMSNs and their behaviors in omnichannel retailing. Additionally, the paper offers several important avenues for future research.
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