Toward a Digital Strategy for Omnichannel Retailing

Rina Hansen

    Research output: Book/ReportPhD thesis

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    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.
    Original languageEnglish
    Place of PublicationFrederiksberg
    PublisherCopenhagen Business School [Phd]
    Number of pages322
    ISBN (Print)9788793339088
    ISBN (Electronic)9788793339095
    Publication statusPublished - 2015
    SeriesPhD series

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