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1. 1. Cross-Channel Integration Towards Omnichannel Retailing: A Dynamic Capabilities Approach : A case study on IKEA

   Kandidat-uppsats, Högskolan i Jönköping/IHH, Företagsekonomi

   Författare :Filip Höcker; Carl-Oscar Sturén; Jacob Troedsson; [2018]
   Nyckelord :Cross-channel integration; Omnichannel; Dynamic capabilities; Electronic commerce; Capability Development; Customer Touchpoint;

   Sammanfattning : The rapidly changing consumer behaviour and the increasing demand of convenience has put pressure on corporations to utilise their various capabilities more dynamically. As a result, operating through channels that are not synergised is no longer as effective as it used to be, and businesses are struggling with combining their existing channels with the market development. LÄS MER