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Digital strategies for two-sided markets : A case study of shopping malls

Frishammar, Johan; Cenamor, Javier LU ; Cavalli-Björkman, Harald; Hernell, Emma and Carlsson, Johan (2018) In Decision Support Systems 108. p.34-44
Abstract
Digitalization is fundamentally changing the retailing ecosystem for shopping malls as digital and analogue elements get increasingly intertwined. We conceptualize shopping malls as two-sided markets whose primary function is connecting shoppers and retailers. By means of an interpretative case study, the article then presents an omnichannel strategy typology for how shopping malls can meet the evolving digitalization challenge. We identify three generic strategies labeled digital awaiter, digital data gatherer, and digital embracer. The paper provides implications for research in omnichannel strategies, digitalization, and two-sided markets by explicating different strategies that involve physical and digital resources, and different... (More)
Digitalization is fundamentally changing the retailing ecosystem for shopping malls as digital and analogue elements get increasingly intertwined. We conceptualize shopping malls as two-sided markets whose primary function is connecting shoppers and retailers. By means of an interpretative case study, the article then presents an omnichannel strategy typology for how shopping malls can meet the evolving digitalization challenge. We identify three generic strategies labeled digital awaiter, digital data gatherer, and digital embracer. The paper provides implications for research in omnichannel strategies, digitalization, and two-sided markets by explicating different strategies that involve physical and digital resources, and different ecosystem agents, i.e., retailers and shoppers. It also provides insights for other organizations beyond retailing and which operate under a two-sided market regime. (Less)
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author
organization
publishing date
type
Contribution to journal
publication status
published
subject
keywords
digitalization, two-sided market, omnichannel strategies, shopping mall, retailing, interpretative case study
in
Decision Support Systems
volume
108
pages
11 pages
external identifiers
  • scopus:85042152339
ISSN
0167-9236
DOI
10.1016/j.dss.2018.02.003
language
English
LU publication?
yes
id
44a280fe-fb7e-4cef-aa9f-8d3a620281c8
date added to LUP
2018-02-20 16:16:23
date last changed
2018-05-29 12:19:47
@article{44a280fe-fb7e-4cef-aa9f-8d3a620281c8,
  abstract     = {Digitalization is fundamentally changing the retailing ecosystem for shopping malls as digital and analogue elements get increasingly intertwined. We conceptualize shopping malls as two-sided markets whose primary function is connecting shoppers and retailers. By means of an interpretative case study, the article then presents an omnichannel strategy typology for how shopping malls can meet the evolving digitalization challenge. We identify three generic strategies labeled digital awaiter, digital data gatherer, and digital embracer. The paper provides implications for research in omnichannel strategies, digitalization, and two-sided markets by explicating different strategies that involve physical and digital resources, and different ecosystem agents, i.e., retailers and shoppers. It also provides insights for other organizations beyond retailing and which operate under a two-sided market regime.},
  author       = {Frishammar, Johan and Cenamor, Javier and Cavalli-Björkman, Harald and Hernell, Emma and Carlsson, Johan},
  issn         = {0167-9236},
  keyword      = {digitalization,two-sided market,omnichannel strategies,shopping mall,retailing,interpretative case study},
  language     = {eng},
  pages        = {34--44},
  series       = {Decision Support Systems},
  title        = {Digital strategies for two-sided markets : A case study of shopping malls},
  url          = {http://dx.doi.org/10.1016/j.dss.2018.02.003},
  volume       = {108},
  year         = {2018},
}