Transitioning to an Omnichannel Approach: A Dynamic Capability Perspective

Tobias Mirsch, Christiane Lehrer, Reinhard Jung

Publikation: Bidrag til bog/antologi/rapportKonferencebidrag i proceedingsForskningpeer review


The proliferation of digital devices and services has fundamentally changed consumer behavior and needs, and thus the way consumers engage with firms. Many consumers want to engage with firms across all channels, enjoying seamless switching and simultaneous use. Within this dynamic channel environment, the omnichannel concept has been proposed as an appropriate approach to fulfill these demands. However, in practice, many firms do not yet provide an omnichannel experience and need to transform. With this research-in-progress paper, we outline our approach to investigating this phenomenon based on the concept of dynamic capabilities. With insight gained through a multiple case study approach, we hope to give practitioners decision support and researchers new stimuli for further research by identifying best practice dynamic capabilities for transitioning to omnichannel management.
TitelECIS 2016 Proceedings
RedaktørerMeltem Özturan, Matti Rossi, Daniel Veit
Antal sider12
UdgivelsesstedAtlanta, GA
ForlagAssociation for Information Systems. AIS Electronic Library (AISeL)
ISBN (Trykt)9780996683135
StatusUdgivet - 2016
Udgivet eksterntJa
BegivenhedThe 37th International Conference on Information Systems. ICIS 2016: Digital Innovation at the Crossroads - University of Limerick, Dublin, Irland
Varighed: 11 dec. 201614 dec. 2016
Konferencens nummer: 37


KonferenceThe 37th International Conference on Information Systems. ICIS 2016
LokationUniversity of Limerick
AndetThirty Seventh International Conference on Information Systems
NavnProceedings of the European Conference on Information Systems


  • Omnichannel management
  • Dynamic capabilities
  • Channel integration
  • Case study