Transitioning to an Omnichannel Approach: A Dynamic Capability Perspective

Tobias Mirsch, Christiane Lehrer, Reinhard Jung

Research output: Chapter in Book/Report/Conference proceedingArticle in proceedingsResearchpeer-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.
Original languageEnglish
Title of host publicationECIS 2016 Proceedings
EditorsMeltem Özturan, Matti Rossi, Daniel Veit
Number of pages12
Place of PublicationAtlanta, GA
PublisherAssociation for Information Systems. AIS Electronic Library (AISeL)
Publication date2016
ISBN (Print)9780996683135
Publication statusPublished - 2016
Externally publishedYes
Event2016 International Conference on Information Systems, ICIS 2016: Digital Innovation at the Crossroads - University of Limerick, Dublin, Ireland
Duration: 11 Dec 201614 Dec 2016
Conference number: 37


Conference2016 International Conference on Information Systems, ICIS 2016
LocationUniversity of Limerick
OtherThirty Seventh International Conference on Information Systems
Internet address
SeriesProceedings of the European Conference on Information Systems


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

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