The level of omnichannel use in Polish MSMEs

• Autorzy: Szymczyk Katarzyna

Identyfikatory

DOI

10.37190/ord200307

• Języki publikacji: EN

Abstrakty

EN

Nowadays, trade is shifting mainly to virtual reality. Increasingly more customers, using various types of mobile devices such as computers, smartphones, tablets, look for products and services in online stores, counting on fast, convenient and efficient fulfilment of the order. To meet the customers’ requirements, trade enterprises may implement the omnichannel strategy as a way to streamline the entire sales and distribution system of goods from the store to the customer, ensuring the possibility of continuous monitoring transactions. The paper examines the development of omnichannel strategy by the Polish small and medium enterprises. The underlying assumption of the paper is to identify to what extent the Polish companies concentrate on omnichannel strategy in the functioning of their business. The discussion is based on the results of the study obtained from the CAWI survey, CATI survey, and the in-depth interview conducted among the group of Polish MSMEs in Silesian Voivodeship.

Słowa kluczowe

EN

omnichannel; multichannel; management; company; strategy

• Wydawca: Oficyna Wydawnicza Politechniki Wrocławskiej
• Czasopismo: Operations Research and Decisions
• Rocznik: 2020
• Tom: Vol. 30, No. 3
• Strony: 113--122
• Opis fizyczny: Bibliogr. 20 poz., rys., tab.

Twórcy

autor

Szymczyk Katarzyna

• Faculty of Management, Częstochowa University of Technology, ul. Dąbrowskiego 69, 42-201 Częstochowa

Bibliografia

• [1] ANTONOWICZ M., Omnichannel strategy – a challenge for logistics, Handel Wewn., 2017, 5, 14–23 (in Polish).
• [2] ANTONOWICZ M., Internet commerce – implications for logistics, Handel Wewn., 2016, 2, 5–16 (in Polish).
• [3] BARNA M., POPA V., Consumer and shopper satisfaction. Measurement of collaborative supply value chain, Supply Chain Manage., 2011, 2 (1), 39–47.
• [4] BAUER A.W., Online oder offline? Der Handel im Spannungsfeld zwischen Old und New Economy– Die Zukunft gehört dem Multi-Channel Retailer, [In:] D. Ahlert, J. Becker, P. Kenning, R. Schütte (Eds.), Internet & Co. im Handel. Strategien, Geschäftsmodelle, Erfahrungen, Berlin 2001, 51–62 (in German).
• [5] GUDKOVA S., Small business development. Knowledge, personal connections, learning process, Wydawnictwa Akademickie i Profesjonalne, Warszawa 2008 (in Polish).
• [6] HÜBNER A., KUHN H., WOLLENBURG J., Last mile fulfilment and distribution in omni-channel grocery retailing, Int. J. Ret. Distr. Manage., 2016, 44 (3), 228–247.
• [7] KAWA A., Shaping customer relationships in multi-channel integrated trade, Org. Kier., 2017, 2, 285–298 (in Polish).
• [8] KORZENIOWSKI L.F., Management. Management basics, EAS, Cracow 2010 (in Polish).
• [9] KOSIŃSKA E., International marketing. Outline of issues, PWE, Warsaw 2008 (in Polish).
• [10] KOTLER P., Marketing from A to Z, PWE, Warsaw 2004 (in Polish).
• [11] MARQUARDT K., Agile. A new approach for quality improvement initiatives within customer service, Supply Chain Management, 2016, 7 (1), 106–118.
• [12] MELACINI M., TAPPIA E., A critical comparison of alternative distribution configurations in omni--channel retailing in terms of cost and greenhouse gas emissions, Sustainability, 2018, 10, 307.
• [13] ROWELL J., Omni-channel retailing, Romanian Distr. Comm. Mag., 2013, 4 (2), 12–15.
• [14] SCHIERHOLZ R., GLISSMANN S., KOLBE L.M., BRENNER W., Don’t call us, we’ll call you. Performance measurement in multi-channel environments, J. Inf. Sci. Techn., 2006, 3 (2), 44–61.
• [15] SOLOMON E.A.C., STANLEY O.A., SUCCESS O.E., NELSON A.E., Trade fairs and marketing performance in the Nigerian manufacturing industry, Plat. Res. J. Bus. Manage., 2017, 1 (3), 15–23.
• [16] STRUŻYCKI M., Business Management, Difin, Warsaw 2004 (in Polish).
• [17] TIWANA A., Knowledge Management Guide. E-Business and CRM Applications, Placet, Warsaw 2003 (in Polish).
• [18] URBANOWSKA-SOJKIN E., Strategic Enterprise Management, PWN, Warsaw 2004 (in Polish).
• [19] VERHOEF P.C., KANNAN P.K.,INMAN J.J., From multi-channel retailing to omni-channel retailing: Introduction to the special issue on multi-channel retailing, J. Ret. Multi-Chan. Ret., 2015, 91 (2), 174–181.
• [20] WÓJCIK K., Public Relations from A to Z, Placet, Warsaw 1997 (in Polish).

Uwagi

Opracowanie rekordu ze środków MNiSW, umowa Nr 461252 w ramach programu "Społeczna odpowiedzialność nauki" - moduł: Popularyzacja nauki i promocja sportu (2020).