Till sidans topp

Sidansvarig: Webbredaktion
Sidan uppdaterades: 2012-09-11 15:12

Tipsa en vän
Utskriftsversion

Digitalization of retaili… - Göteborgs universitet Till startsida
Webbkarta
Till innehåll Läs mer om hur kakor används på gu.se

Digitalization of retailing: A review and framework

Paper i proceeding
Författare Johan Hagberg
Malin Sundström
Niklas Egels-Zandén
Publicerad i 18th EAERCD Conference Rennes, France 1-3 July 2015
ISBN 978-2-7466-8451-5
Publiceringsår 2015
Publicerad vid Centre for Retailing
Företagsekonomiska institutionen, Management & Organisation
Företagsekonomiska institutionen, Marknadsföring
Språk en
Ämnesord digitalization, retailing, retail, framework, literature review, transformation, retailer-consumer interface
Ämneskategorier Företagsekonomi

Sammanfattning

‘Digitalization’ is one of the most significant ongoing transformations of contemporary society and encompasses many aspects of business and everyday life. These transformations are especially important for the retail sector as it both affects and is affected by the development. So far, scholarly conversation about retailing’s digitalization has been voluminous but relatively limited to specific aspects of digitalization, e.g., e-commerce. The purpose of this paper is to systematically analyse how retailing has transformed and is being transformed due to digitalization. This is done by reviewing and discussing the literature and developing a framework comprising four elements: exchanges, actors, offerings, and settings. It is argued that digitalization transforms: i) the retailing exchanges in a number of ways and in various facets of exchange: communications, transactions, and distribution; ii) the nature of retail offerings, and leads to blurred distinctions between products and services and what constitutes the actual offering; iii) the retail settings, i.e., where and when retailing takes place; and iv) the actors participating in retailing, i.e. retailers, consumers, and other parties. The article proposes that these elements are mutually reinforcing, which leads to a certain dynamic and far-reaching transformations due to digitalization. It is concluded that digitalization, far from being restricted to e-commerce, is more or less transforming all areas of retailing, which will possibly also have implications for the very definition of retailing.

Sidansvarig: Webbredaktion|Sidan uppdaterades: 2012-09-11
Dela:

På Göteborgs universitet använder vi kakor (cookies) för att webbplatsen ska fungera på ett bra sätt för dig. Genom att surfa vidare godkänner du att vi använder kakor.  Vad är kakor?