Universität zu Köln

Reinartz, Werner ORCID: 0000-0002-2440-3117, Wiegand, Nico ORCID: 0000-0002-7348-7716 and Imschloss, Monika (2019). The impact of digital transformation on the retailing value chain. Int. J. Res. Mark., 36 (3). S. 350 - 367. AMSTERDAM: ELSEVIER. ISSN 1873-8001

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Abstract

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. (C) 2019 Elsevier B.V. All rights reserved.

Item Type:	Journal Article
Creators:	Creators Email ORCID ORCID Put Code Reinartz, Werner UNSPECIFIED orcid.org/0000-0002-2440-3117 UNSPECIFIED Wiegand, Nico UNSPECIFIED orcid.org/0000-0002-7348-7716 UNSPECIFIED Imschloss, Monika UNSPECIFIED UNSPECIFIED UNSPECIFIED
URN:	urn:nbn:de:hbz:38-141924
DOI:	10.1016/j.ijresmar.2018.12.002
Journal or Publication Title:	Int. J. Res. Mark.
Volume:	36
Number:	3
Page Range:	S. 350 - 367
Date:	2019
Publisher:	ELSEVIER
Place of Publication:	AMSTERDAM
ISSN:	1873-8001
Language:	English
Faculty:	Unspecified
Divisions:	Unspecified
Subjects:	no entry
Uncontrolled Keywords:	Keywords Language CONSUMER; PRODUCT; INFORMATION; RECOMMENDATION; UTILITARIAN; EMPOWERMENT; COMPETITION; STRATEGIES; EXPERIENCE; EVOLUTION Multiple languages Business Multiple languages
Refereed:	Yes
URI:	http://kups.ub.uni-koeln.de/id/eprint/14192