Conceptual Framework for Analysing Service Innovations, Resources, and Dynamic Capabilities in Omnichannel Retailing

Bastian Mrutzek-Hartmann (), Herbert Kotzab () and Julia Fischer ()
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Bastian Mrutzek-Hartmann: Mrutzek Meeres-Aquaristik GmbH
Herbert Kotzab: University of North Florida
Julia Fischer: Brandenburg University of Technology Cottbus-Senftenberg

Chapter Chapter 28 in The Palgrave Handbook of Breakthrough Technologies in Contemporary Organisations, 2025, pp 357-371 from Springer

Abstract: Abstract To be successful in today’s competitive marketplace, retailers are required to utilise multiple channels of distribution, which is known as omnichannel retailing (OCR). This chapter identifies the necessary resources and capabilities, which retailers require to prepare an OCR strategy. Besides this, the chapter combines resources and capabilities with the notions of service innovations and distinguishes these between front- and back-end activities, which literature did not considered so far. By this, the framework integrates customer-facing interactions with operational processes with the goal of improving customer experience.

Keywords: Dynamic capabilities; Framework; Omnichannel Retailing; Omni-Channel Retailing Capabilities Wheel; Service innovations (search for similar items in EconPapers)
Date: 2025
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Persistent link: https://EconPapers.repec.org/RePEc:spr:sprchp:978-981-96-2516-1_28

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DOI: 10.1007/978-981-96-2516-1_28

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