 Seeking stability or change? Retailers’ organizational legitimacy, strategic orientation and cross-channel integrationJiaqi Xue, Liping Qian, Jingang Cai and Xiuling Jiang Journal of Retailing and Consumer Services, 2024, vol. 80, issue C Abstract: This study examines how brick-and-mortar retailers' organizational legitimacy interacts with different strategic orientations to impact decision-making on cross-channel integration by drawing upon institutional theory and multi-channel or omni-channel retailing literature. Using ordered logistic regression on the data of 57 Chinese A-share listed companies from 2012 to 2018, the empirical results show that a retailer's organizational legitimacy has an inverse U-shaped effect on its cross-channel integration. Furthermore, technological orientation strengthens the positive impact of organizational legitimacy on cross-channel integration, encouraging retailers to seek change; whereas sales orientation enhances the negative effect of organizational legitimacy on cross-channel integration, forcing retailers to seek stability. This study provides managerial guidance for brick-and-mortar retailers when formulating strategic decisions regarding cross-channel integration. Keywords: Omnichannel retailing; Cross-channel integration; Organizational legitimacy; Strategic orientation (search for similar items in EconPapers) Downloads: (external link) Related works: Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text Persistent link: https://EconPapers.repec.org/RePEc:eee:joreco:v:80:y:2024:i:c:s0969698924002054 DOI: 10.1016/j.jretconser.2024.103909 Access Statistics for this article Journal of Retailing and Consumer Services is currently edited by Harry Timmermans More articles in Journal of Retailing and Consumer Services from Elsevier |
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