Empirische Untersuchung der Marketing-Erfolgsfaktoren im Facheinzelhandel

Kalka, Regine

doi:10.1007/978-3-663-08726-7_5

Cited by 1 publication

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“…Specialty retailing includes the following types of businesses: specialty stores, specialized stores and boutiques. These types are also the most widespread and strongest in terms of sales in the retail sector in Germany (Kaland, 2014). Therefore, they form a representative group.…”

Section: Methodsmentioning

confidence: 99%

Omni-channel retailing resources and capabilities of SME specialty retailers – insights from Germany and Turkey

Mrutzek-Hartmann

Kotzab

Hüseyinoğlu

et al. 2022

IJRDM

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PurposeThe retail sector in a lot of countries consists of many small and medium sized specialty retailers who face a high degree of dynamics and competition. Consequently, these companies also have to constantly evolve and develop resilient strategies that promise their future success. Hence, the purpose of this paper is to analyse the resource and capability bundle for operating as and transforming to a small and medium-sized enterprise (SME) omni-channel specialty retailer. Therefore, the authors followed the notions of the Resource-Based-View (RBV) and of the Dynamic-Capabilities-View (DCV).Design/methodology/approachTo answer the authors’ formulated research questions, they applied an exploratory research method by conducting 12 semi-structured and guideline-based expert interviews from two countries.FindingsThe findings reveal a specific bundle of transformation resources and capabilities and important drivers for the implementation of an omni-channel strategy. Thereby, the human resources factor and the market as well as customer understanding play a decisive role. In addition, the authors have identified country-specific differences in the technological, logistical, product-specific and financial areas.Practical implicationsThe results reflect the importance of qualified and well-trained staff for SME retailers to implement omni-channel strategies in alignment with a high level of service quality. Especially in the Covid 19 era, flexible structures and quick adaptability are essential to remain competitive. Nevertheless, everything should always be in line with the company's own philosophy.Originality/valueThe paper provides new insights into important resources and capabilities retailers need to focus on when implementing an omni-channel strategy. The paper concentrates in particular on the groups of SMEs and niche markets as well as examines country-specific differences in a developed and a developing country.

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Section: Methodsmentioning

confidence: 99%