Wield the Power of Omni-channel Retailing Strategy: a Capability and Supply Chain Resilience Perspective
نویسندگان
چکیده
Omni-channel strategy can be a powerful mechanism through which successful implementing organisations achieve higher levels of resilience to better survive disruptions. However, such potential benefits have been overlooked in existing literature with limited discussions on how omni-channel exploited for uncertain business environments. We conduct an in-depth case study leading UK-based fashion retailer, Next, explore the role helping respond challenging retail landscape. Our results reveal that Next’s ability vitality even during COVID-19 pandemic is largely attributed its well-executed strategy, enhances supply chain (SCRES) by maintaining dynamic fit between internal information processing capacity and changing needs induced external conditions. contributes SCRES provides practical insights wielded both stable turbulent
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ژورنال
عنوان ژورنال: Journal of Strategic Marketing
سال: 2021
ISSN: ['1466-4488', '0965-254X']
DOI: https://doi.org/10.1080/0965254x.2021.1972440