The role of design in the future of digital channels: Conceptual insights and future research directions
Cara Wrigley and
Journal of Retailing and Consumer Services, 2015, vol. 26, issue C, 133-140
In the past channel literature has looked to other disciplines in developing and refining their theories, models and methods in order to evolve the field. This paper traces such history and highlights the substantial changes caused by the digital age. In light of this, the inclusion of design theory into future channel management is presented to overcome existing concerns.
Keywords: Channel innovation; Digital channel; Strategy; Customer emotion (search for similar items in EconPapers)
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Persistent link: https://EconPapers.repec.org/RePEc:eee:joreco:v:26:y:2015:i:c:p:133-140
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