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Exploring risk management during transition to omnichannel
Uppsala University, Disciplinary Domain of Humanities and Social Sciences, Faculty of Social Sciences, Department of Business Studies.
2018 (English)Independent thesis Advanced level (degree of Master (One Year)), 10 credits / 15 HE creditsStudent thesis
Abstract [en]

Major changes with regards to digitalization and new customer behaviours have transformed the retail industry in many ways. One of the latest trends in retail is the focus on omnichannel, in order to stay competitive in today's changing market conditions. Omnichannel is about creating a seamless distribution and experience for the customers between channels. These changes that come with digitalization come with strategical and developmental challenges. As well as an increased pressure to work more efficiently and at an accelerated speed to cope with new trends. This can be hard to accomplish, to embark into unknown territory since no organization truly has reached omnichannel. Whilst speed and innovation play a vital part in adapting to new rules of conduct within retail, risk management is still a part of their project management tasks.

The purpose of this thesis is to explore how management is working with handling risks that can occur in the transition processes to omnichannel. This thesis is based on a qualitative research design where seven semi-structured interviews have been conducted with managers from various large Swedish retail organizations. The conclusion shows three main themes from the empirical findings, which are the following: Operational risks are more common and manageable than strategical, Depending on project scope; risk assessment and mitigation differs and the diversity and roles of employees.

Place, publisher, year, edition, pages
2018. , p. 61
Keywords [en]
Multichannel, Omnichannel, Retailers, Risk assessment, Risk mitigation & Risk management
National Category
Business Administration
Identifiers
URN: urn:nbn:se:uu:diva-354838OAI: oai:DiVA.org:uu-354838DiVA, id: diva2:1222801
Subject / course
Business Studies
Educational program
Master Programme in Management, Communication and IT
Supervisors
Available from: 2018-07-02 Created: 2018-06-22 Last updated: 2018-07-02Bibliographically approved

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CiteExportLink to record
Permanent link

Direct link
Cite
Citation style
  • apa
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • Other style
More styles
Language
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Other locale
More languages
Output format
  • html
  • text
  • asciidoc
  • rtf