Implementing Omnichannel Strategies The Success Factor of Agile Processes

Mike Hoogveld and John M.D. Koster

Advances in Management and Applied Economics, 2016, vol. 6, issue 2, 2

Abstract: As an increasing number of customers is using multiple channels, organizations face complex challenges to offer these customer the seamless journey experience they demand. An extensive literature research resulted in the identification of agile processes as the key facilitating factor for continuously improving the customer performance within an omnichannel strategy. Besides agile processes other facilitating factors have been identified. These are the omnichannel strategy, people, organizational structure, and information systems. As little empirical evidence is available a conceptual model has been developed to test four hypotheses. The next step is to design and validate a measurement tool based on the conceptual model: the Agile Marketing Maturity Model (AM3).

Date: 2016
References: Add references at CitEc
Citations: View citations in EconPapers (3)

Downloads: (external link)
http://www.scienpress.com/Upload/AMAE%2fVol%206_2_2.pdf (application/pdf)

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:spt:admaec:v:6:y:2016:i:2:f:6_2_2

Access Statistics for this article

More articles in Advances in Management and Applied Economics from SCIENPRESS Ltd
Bibliographic data for series maintained by Eleftherios Spyromitros-Xioufis ().