The impact of digital transformation on the retailing value chain
By W. Reinartz, Nico Wiegand, Monika Imschloss. International Journal of Research in Marketing, 2019
448 citations recorded by the source corpus.
Consumers have traditionally made purchase decisions at the store shelf, giving institutional brick-and-mortar retailers great power to learn about and influence behaviors and preferences. With the rise of e-commerce, mobile shopping, and most recently smart technologies, new competitors threaten this long-standing supremacy. Adopting a value-creation perspective, we analyze how digitization started the erosion of institutional retailing as the primary interface to the customer. We develop a framework that identifies five new sources of value creation and propose how these advance and transform competition for this interface. Depending on the importance of the new sources of value creation (in different purchase situations), stationary retailing may prevail as an important interaction point in a multichannel decision journey. However, increasing diffusion of branded-product platforms including connected devices and online retail platforms is shifting this authority to new players. For the parties involved in this multilayered competition, acknowledging the changes and actively managing their position in the evolving eco-systems is crucial.
Subfields: Marketing, Sociology and Political Science
View Paper: https://www.semanticscholar.org/paper/93eae2d41d562433b1ec523e5c7be42aa6dbfeb2
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Citations in the corpus
- Digital transformation in business and management research: An overview of the current status quo (2022, background): “Reinartz, Wiegand, and Imschloss (2019) analyzed how digitization initiated the decline of institutional retailing as the primary interface with customers.”