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Over Tipping Point for Digital Disruption: E-Commerce & Omni Channel Working Together Within the Acceleration of the Digitization of Customer and Supply Chain Interactions

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  • PURCAREA, Ioan Matei

Abstract

There is no doubt that retailers are embracing Omni channel within the sizeable shift to ecommerce and digitalization as a key driver of the Supply Chain Resilience. They are struggling to find the right answer to the new requirements of the Supply Chain 4.0 (applying Industry 4.0 innovations) & Value Chain 4.0 (generating and capturing value in the whole chain using technology usually associated with Industry 4.0 everywhere), while implementing the ECR philosophy in order to obtain a rigorous answer to what kind of problems are consumers facing with the second wave of COVID-19. We are witnessing both a strong focus on e-commerce and m-commerce in today’s digital-native climate, and an increasing interest in responsible investing in Customer Data Platforms, AI, ML, and Deep learning. And as people and data are at the heart of the digital transformation which needs to be holistic, enterprises need to struggle to ensure a seamless, streamlined user experience by a better working together of digital commerce and digital workforce based on holistic, harmonized and integrated information.

Suggested Citation

  • PURCAREA, Ioan Matei, 2020. "Over Tipping Point for Digital Disruption: E-Commerce & Omni Channel Working Together Within the Acceleration of the Digitization of Customer and Supply Chain Interactions," Holistic Marketing Management Journal, Holistic Marketing Management, vol. 10(3), pages 30-39, November.
    • Handle: RePEc:hmm:journl:v:10:y:2020:i:3:p:30-39
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    File URL: http://holisticmarketingmanagement.ro/RePEc/hmm/v10i3/4.pdf
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    References listed on IDEAS

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    1. NEGRICEA, Costel Iliuta & PURCAREA, Ioan Matei, 2017. "Digital Marketers at the Intersection of Digital Transformation with CX," Holistic Marketing Management Journal, Holistic Marketing Management, vol. 7(4), pages 20-26, December.
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      More about this item

      Keywords

      E-Commerce & Omni channel; SCM & ECR; Digitalization & Supply Chain Resilience; CDP; AI; ML; and Deep Learning;
      All these keywords.

      JEL classification:

      • D83 - Microeconomics - - Information, Knowledge, and Uncertainty - - - Search; Learning; Information and Knowledge; Communication; Belief; Unawareness
      • L81 - Industrial Organization - - Industry Studies: Services - - - Retail and Wholesale Trade; e-Commerce
      • L86 - Industrial Organization - - Industry Studies: Services - - - Information and Internet Services; Computer Software
      • M15 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Business Administration - - - IT Management
      • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
      • O32 - Economic Development, Innovation, Technological Change, and Growth - - Innovation; Research and Development; Technological Change; Intellectual Property Rights - - - Management of Technological Innovation and R&D
      • O33 - Economic Development, Innovation, Technological Change, and Growth - - Innovation; Research and Development; Technological Change; Intellectual Property Rights - - - Technological Change: Choices and Consequences; Diffusion Processes

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