TY - BOOK
T1 - Toward a Digital Strategy for Omnichannel Retailing
AU - Hansen, Rina
PY - 2015
Y1 - 2015
N2 - The transition from multichannel to omnichannel retailing implies a fundamental shift in the way companies compete and hence also for the organizational structure. In the multichannel organization, each channel operates independently, creates value independently and hence, each channel manager is rewarded for the individual turnover of his or her channel. Contrastingly, in the omnichannel organization, the channels have to be collapsed and integrated. This means that brand control and customer ownership must be centralized, which can have great implications for most companies.
AB - The transition from multichannel to omnichannel retailing implies a fundamental shift in the way companies compete and hence also for the organizational structure. In the multichannel organization, each channel operates independently, creates value independently and hence, each channel manager is rewarded for the individual turnover of his or her channel. Contrastingly, in the omnichannel organization, the channels have to be collapsed and integrated. This means that brand control and customer ownership must be centralized, which can have great implications for most companies.
M3 - PhD thesis
SN - 9788793339088
T3 - PhD series
BT - Toward a Digital Strategy for Omnichannel Retailing
PB - Copenhagen Business School [Phd]
CY - Frederiksberg
ER -