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Wield the Power of Omni-channel Retailing Strategy: a Capability and Supply Chain Resilience Perspective

Zhang, Lina; Wu, Lin; Huang, Lin; Zhang, Yumeng

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Authors

Lina Zhang

LIN WU LIN.WU@NOTTINGHAM.AC.UK
Assistant Professor in Operations Management

Lin Huang

Yumeng Zhang



Abstract

Omni-channel strategy can be a powerful mechanism through which successful implementing organisations achieve higher levels of resilience to better survive disruptions. However, such potential benefits have been overlooked in existing literature with limited discussions on how omni-channel strategy can be exploited for uncertain business environments. We conduct an in-depth case study on a leading UK-based fashion retailer, Next, to explore the role of omni-channel strategy in helping organisations respond to the challenging retail landscape. Our results reveal that Next’s ability to achieve vitality even during the COVID-19 pandemic is largely attributed to its well-executed omni-channel strategy, which enhances its supply chain resilience (SCRES) by maintaining a dynamic fit between the internal information processing capacity and the changing information processing needs induced by external conditions. Our study contributes to the omni-channel and SCRES literature and provides practical insights on how omni-channel strategy can be wielded for both stable and turbulent environments.

Citation

Zhang, L., Wu, L., Huang, L., & Zhang, Y. (2021). Wield the Power of Omni-channel Retailing Strategy: a Capability and Supply Chain Resilience Perspective. Journal of Strategic Marketing, https://doi.org/10.1080/0965254X.2021.1972440

Journal Article Type Article
Acceptance Date Aug 22, 2021
Online Publication Date Aug 29, 2021
Publication Date Aug 29, 2021
Deposit Date Sep 2, 2021
Publicly Available Date Mar 29, 2024
Journal Journal of Strategic Marketing
Print ISSN 0965-254X
Electronic ISSN 1466-4488
Peer Reviewed Peer Reviewed
DOI https://doi.org/10.1080/0965254X.2021.1972440
Public URL https://nottingham-repository.worktribe.com/output/6140407
Publisher URL https://www.tandfonline.com/doi/abs/10.1080/0965254X.2021.1972440

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