Omni Channel Retailing in Large Size Businesses: An Exploratory Case Study of a Swedish Fast Fashion Retailer
(2018) SMMM20 20181Department of Service Studies
- Abstract
- Purpose of the paper: The aim of this thesis is twofold. Firstly, the aim of this theses is to deepen the understanding of large size businesses channel management and their structure. Secondly, the aim is to better understand what consumers expect from the retail industry and why. This is to fill out the scant literature on omni channel retailing.
Methodology: An exploratory case study with a qualitative approach using semi structured interviews with the studied retailer’s managers and its consumers.
Findings: The findings of this research shows that a large size business that has been active for more than five years does not operate like omni channel retailers. Also, large size businesses may encounter several complex issues... (More) - Purpose of the paper: The aim of this thesis is twofold. Firstly, the aim of this theses is to deepen the understanding of large size businesses channel management and their structure. Secondly, the aim is to better understand what consumers expect from the retail industry and why. This is to fill out the scant literature on omni channel retailing.
Methodology: An exploratory case study with a qualitative approach using semi structured interviews with the studied retailer’s managers and its consumers.
Findings: The findings of this research shows that a large size business that has been active for more than five years does not operate like omni channel retailers. Also, large size businesses may encounter several complex issues when trying to achieve omni channel retailing such as organisational and logistic complexities. Also, ancestral and historical ways of working affect the way large size businesses go about merging their online and offline channels.
Value: This thesis was written with the objective of associating a real life case with academia. Research implications: This research attempts to bring new insights into omni channel retailing and to confront the results of previous studies on omni channel retailing. In addition to this, the aim is to increase the academic knowledge on omni channel retailing in a large size business.
Practical implications: This research study attempts to give insights into practitioners who wants to or are moving towards achieving omni channel retailing. Even more, this thesis aim to reduce the misconceptions and vague picture of what defines omni channel retailing. (Less)
Please use this url to cite or link to this publication:
http://lup.lub.lu.se/student-papers/record/8957546
- author
- Jensen, Emelia LU
- supervisor
-
- Klas Hjort LU
- organization
- course
- SMMM20 20181
- year
- 2018
- type
- H2 - Master's Degree (Two Years)
- subject
- keywords
- Omni channel, channel management, channel structure, channel integration, channel visibility, channel fulfilment
- language
- English
- id
- 8957546
- date added to LUP
- 2018-09-28 09:32:05
- date last changed
- 2018-09-28 09:32:05
@misc{8957546,
abstract = {{Purpose of the paper: The aim of this thesis is twofold. Firstly, the aim of this theses is to deepen the understanding of large size businesses channel management and their structure. Secondly, the aim is to better understand what consumers expect from the retail industry and why. This is to fill out the scant literature on omni channel retailing.
Methodology: An exploratory case study with a qualitative approach using semi structured interviews with the studied retailer’s managers and its consumers.
Findings: The findings of this research shows that a large size business that has been active for more than five years does not operate like omni channel retailers. Also, large size businesses may encounter several complex issues when trying to achieve omni channel retailing such as organisational and logistic complexities. Also, ancestral and historical ways of working affect the way large size businesses go about merging their online and offline channels.
Value: This thesis was written with the objective of associating a real life case with academia.
Research implications: This research attempts to bring new insights into omni channel retailing and to confront the results of previous studies on omni channel retailing. In addition to this, the aim is to increase the academic knowledge on omni channel retailing in a large size business.
Practical implications: This research study attempts to give insights into practitioners who wants to or are moving towards achieving omni channel retailing. Even more, this thesis aim to reduce the misconceptions and vague picture of what defines omni channel retailing.}},
author = {{Jensen, Emelia}},
language = {{eng}},
note = {{Student Paper}},
title = {{Omni Channel Retailing in Large Size Businesses: An Exploratory Case Study of a Swedish Fast Fashion Retailer}},
year = {{2018}},
}