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

Abstract

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
EventThe 37th International Conference on Information Systems. ICIS 2016: Digital Innovation at the Crossroads - Dublin, Ireland
Duration: 11 Dec 201614 Dec 2016
Conference number: 37
https://icis2016.aisnet.org/

Conference

ConferenceThe 37th International Conference on Information Systems. ICIS 2016
Number37
CountryIreland
CityDublin
Period11/12/201614/12/2016
OtherThirty Seventh International Conference on Information Systems
Internet address
SeriesProceedings of the European Conference on Information Systems
ISSN0000-0034

Keywords

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

Cite this

Mirsch, T., Lehrer, C., & Jung, R. (2016). Transitioning to an Omnichannel Approach: A Dynamic Capability Perspective. In M. Özturan, M. Rossi, & D. Veit (Eds.), ECIS 2016 Proceedings Atlanta, GA: Association for Information Systems. AIS Electronic Library (AISeL). Proceedings of the European Conference on Information Systems
Mirsch, Tobias ; Lehrer, Christiane ; Jung, Reinhard. / Transitioning to an Omnichannel Approach : A Dynamic Capability Perspective. ECIS 2016 Proceedings. editor / Meltem Özturan ; Matti Rossi ; Daniel Veit. Atlanta, GA : Association for Information Systems. AIS Electronic Library (AISeL), 2016. (Proceedings of the European Conference on Information Systems).
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abstract = "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.",
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Mirsch, T, Lehrer, C & Jung, R 2016, Transitioning to an Omnichannel Approach: A Dynamic Capability Perspective. in M Özturan, M Rossi & D Veit (eds), ECIS 2016 Proceedings. Association for Information Systems. AIS Electronic Library (AISeL), Atlanta, GA, Proceedings of the European Conference on Information Systems, Dublin, Ireland, 11/12/2016.

Transitioning to an Omnichannel Approach : A Dynamic Capability Perspective. / Mirsch, Tobias; Lehrer, Christiane ; Jung, Reinhard.

ECIS 2016 Proceedings. ed. / Meltem Özturan; Matti Rossi; Daniel Veit. Atlanta, GA : Association for Information Systems. AIS Electronic Library (AISeL), 2016. (Proceedings of the European Conference on Information Systems).

Research output: Chapter in Book/Report/Conference proceedingArticle in proceedingsResearchpeer-review

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Mirsch T, Lehrer C, Jung R. Transitioning to an Omnichannel Approach: A Dynamic Capability Perspective. In Özturan M, Rossi M, Veit D, editors, ECIS 2016 Proceedings. Atlanta, GA: Association for Information Systems. AIS Electronic Library (AISeL). 2016. (Proceedings of the European Conference on Information Systems).