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A Tale of Two Cities: How High Streets Can Prevail in the Digital Age

In: Collaboration in the Digital Age

Author

Listed:
  • Jörg Becker

    (European Research Center for Information Systems)

  • Jan H. Betzing

    (European Research Center for Information Systems)

  • Moritz Hoffen

    (European Research Center for Information Systems)

  • Marco Niemann

    (European Research Center for Information Systems)

Abstract

The rise of e-commerce and lately m-commerce, and the ongoing digitization have a significant impact on traditional high street retailers, who often are not able to match the prices, variety of products, and services provided online. To prevent the looming decline of high streets, retailers need to catch up and start to engage the new digital customer. This article illuminates the interplay of diverse, digital interfaces, resources and actors in the co-creation of value in high street retail. Alliances and a digital platform ecosystem are presented as forms of cooperation, where retailers join forces to provide digital touchpoints and boundary-spanning service to the customer, and also actively use customer-generated data to improve their service and strengthen the overall attractiveness of their high streets. We tell a tale of two cities—Burnsley and Beckinsdale—set in the not so distant future, where retailers have taken very different approaches to respond to the digital age.

Suggested Citation

  • Jörg Becker & Jan H. Betzing & Moritz Hoffen & Marco Niemann, 2019. "A Tale of Two Cities: How High Streets Can Prevail in the Digital Age," Progress in IS, in: Kai Riemer & Stefan Schellhammer & Michaela Meinert (ed.), Collaboration in the Digital Age, chapter 0, pages 291-307, Springer.
    • Handle: RePEc:spr:prochp:978-3-319-94487-6_14
    DOI: 10.1007/978-3-319-94487-6_14
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    Citations

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    Cited by:

    1. Stephanie Schwipper & Severine Peche & Gertrud Schmitz, 2020. "Mobile Location-Based Services’ Value-in-Use in Inner Cities: Do a Customer’s Shopping Patterns, Prior User Experience, and Sales Promotions Matter?," Schmalenbach Business Review, Springer;Schmalenbach-Gesellschaft, vol. 72(4), pages 511-564, October.
    2. Betzing, Jan H. & Kurtz, Michael & Becker, Jörg, 2020. "Customer Participation in Virtual Communities for Local High Streets," Journal of Retailing and Consumer Services, Elsevier, vol. 54(C).

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