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Att angöra en brygga – en diskursanalys av omnichannel som buzzword och brygga mellan kanaler

Holmquist, Hanna LU and Manieri, Sebastian LU (2015) SKOK01 20151
Department of Strategic Communication
Abstract (Swedish)
Denna kvalitativa studie ämnar undersöka krafterna bakom managementtrender, genom att skapa en förståelse för uppkomsten och implementeringen av fenomenet omnichannel. Studien utgår från auktoritativa texter från fältet där omnichannel figurerar, och kompletteras med intervjuer med medarbetare på både lednings- och butiksnivå hos klädkedjan MQ, där omnichannel nyligen implementerats. Empirin har vidare satts i en neoinstitutionell kontext och studerats utifrån teorier om diskurser och management fashions. Studien visar att uppkomsten och implementerandet av omnichannel går att se som ett nära växelspel, där det blir viktigt att dra en distinktion mellan omnichannel som koncept och som ord. Vidare konstateras att omnichannel kan ha... (More)
Denna kvalitativa studie ämnar undersöka krafterna bakom managementtrender, genom att skapa en förståelse för uppkomsten och implementeringen av fenomenet omnichannel. Studien utgår från auktoritativa texter från fältet där omnichannel figurerar, och kompletteras med intervjuer med medarbetare på både lednings- och butiksnivå hos klädkedjan MQ, där omnichannel nyligen implementerats. Empirin har vidare satts i en neoinstitutionell kontext och studerats utifrån teorier om diskurser och management fashions. Studien visar att uppkomsten och implementerandet av omnichannel går att se som ett nära växelspel, där det blir viktigt att dra en distinktion mellan omnichannel som koncept och som ord. Vidare konstateras att omnichannel kan ha uppkommit och implementerats på grund av ett teknologiskt, i förlängningen vinstdrivet, behov hos MQ. Utöver det har en rad påverkande faktorer i form av maktspelet bakom uppkomsten samt aspekter som kan hindra implementeringen identifierats. (Less)
Abstract
This qualitative study aims to investigate the dynamics behind management trends, by attempting to develop an understanding of the inception and implementation of the omnichannel phenomenon. The study is based on defining writings from the fields in which omnichannel appears. In addition, interviews with both management and store level personnel are made at the clothes retailer MQ, who recently implemented omnichannel. The empirical evidence is put in a neoinstitutional context and is studied with the aid of theories on discourse and management fashions. The study shows that the inception and implementation of omnichannel are happening in close relation to each other, and it becomes important to make a distinction between the word... (More)
This qualitative study aims to investigate the dynamics behind management trends, by attempting to develop an understanding of the inception and implementation of the omnichannel phenomenon. The study is based on defining writings from the fields in which omnichannel appears. In addition, interviews with both management and store level personnel are made at the clothes retailer MQ, who recently implemented omnichannel. The empirical evidence is put in a neoinstitutional context and is studied with the aid of theories on discourse and management fashions. The study shows that the inception and implementation of omnichannel are happening in close relation to each other, and it becomes important to make a distinction between the word omnichannel and the concept behind it. It is also stated that omnichannel may have appeared due to a technological, and thus economical, need within MQ. A set of influential powers is identified, defined as the power dynamics behind the inception and implementation of omnichannel. (Less)
Please use this url to cite or link to this publication:
author
Holmquist, Hanna LU and Manieri, Sebastian LU
supervisor
organization
alternative title
To build a bridge – a discourse analysis on omnichannel as a buzzword and a bridge between channels
course
SKOK01 20151
year
type
M2 - Bachelor Degree
subject
keywords
omnichannel, buzzwords, management fashions, discourse, management trends, retailing, strategic communications, diskurs, managementtrend, strategisk kommunikation
language
Swedish
id
5467062
date added to LUP
2015-06-12 08:00:57
date last changed
2015-06-12 08:00:57
@misc{5467062,
  abstract     = {This qualitative study aims to investigate the dynamics behind management trends, by attempting to develop an understanding of the inception and implementation of the omnichannel phenomenon. The study is based on defining writings from the fields in which omnichannel appears. In addition, interviews with both management and store level personnel are made at the clothes retailer MQ, who recently implemented omnichannel. The empirical evidence is put in a neoinstitutional context and is studied with the aid of theories on discourse and management fashions. The study shows that the inception and implementation of omnichannel are happening in close relation to each other, and it becomes important to make a distinction between the word omnichannel and the concept behind it. It is also stated that omnichannel may have appeared due to a technological, and thus economical, need within MQ. A set of influential powers is identified, defined as the power dynamics behind the inception and implementation of omnichannel.},
  author       = {Holmquist, Hanna and Manieri, Sebastian},
  keyword      = {omnichannel,buzzwords,management fashions,discourse,management trends,retailing,strategic communications,diskurs,managementtrend,strategisk kommunikation},
  language     = {swe},
  note         = {Student Paper},
  title        = {Att angöra en brygga – en diskursanalys av omnichannel som buzzword och brygga mellan kanaler},
  year         = {2015},
}