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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.

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

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  • 发表日期：

    2025年

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  • Bastian Mrutzek-Hartmann,
  • Herbert Kotzab,
  • Julia Fischer

摘要

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.