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The digitalization of retailing: an exploratory framework
Göteborgs universitet.
University of Borås, Faculty of Textiles, Engineering and Business. (Swedish Institute for Innovative Retailing; Handelsgruppen)ORCID iD: 0000-0003-2219-1525
Göteborgs universitet.
2016 (English)In: International Journal of Retail & Distribution Management, ISSN 0959-0552, E-ISSN 1758-6690, Vol. 44, no 7, p. 694-712Article in journal (Refereed) Published
Abstract [en]

Abstract

Purpose – Digitalization denotes an on-going transformation of great importance for the retail sector. The purpose of this paper is to analyse the phenomenon of the digitalization of retailing by developing a conceptual framework that can be used to further delineate current transformations of the retailerconsumer interface.

Design/methodology/approach – This paper develops a framework for digitalization in the retail-consumer interface that consists of four elements: exchanges, actors, offerings, and settings. Drawing on the previous literature, it describes and exemplifies how digitalization transforms each of these elements and identifies implications and proposals for future research.

Findings – Digitalization transforms the following: retailing exchanges (in a number of ways and in various facets of exchange, including communications, transactions, and distribution); the nature of retail offerings (blurred distinctions between products and services, what constitutes the actual offering and how it is priced); retail settings (i.e. where and when retailing takes place); and the actors who participate in retailing (i.e. retailers and consumers, among other parties).

Research limitations/implications – The framework developed can be used to further delineate current transformations of retailing due to digitalization. The current transformation has created challenges for research, as it demands sensitivity to development over time and insists that categories that have been taken for granted are becoming increasingly blurred due to greater hybridity.

Originality/value – This paper addresses a significant and on-going transformation in retailing and develops a framework that can both guide future research and aid retail practitioners in analysing retailing’s current transformation due to digitalization.

Place, publisher, year, edition, pages
2016. Vol. 44, no 7, p. 694-712
Keywords [en]
Digitalization, Framework, Retailer-consumer interface, Retailing, Transformation
National Category
Business Administration
Research subject
Business and IT
Identifiers
URN: urn:nbn:se:hb:diva-11866DOI: 10.1108/IJRDM-09-2015-0140ISI: 000382550400003Scopus ID: 2-s2.0-84981287156OAI: oai:DiVA.org:hb-11866DiVA, id: diva2:1068954
Funder
Swedish Retail and Wholesale Development CouncilAvailable from: 2017-01-26 Created: 2017-01-26 Last updated: 2018-05-02Bibliographically approved

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