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The Influence of Digital Transformation on the Retailing Value Chain


  • TANASE, George Cosmin


Consumers have traditionally made purchase decisions at the store shelf, giving institutional retailers great power to learn about and influence behaviors and preferences. With the rise of e-commerce, mobile shopping, and most recently smart technologies, new competitors threaten this long-standing supremacy. Depending on the importance of the new sources of value creation (in different purchase situations), stationary retailing may prevail as an important interaction point in a multichannel decision journey. However, increasing diffusion of branded-product platforms including connected devices and online retail platforms is shifting this authority to new players. For the parties involved in this multilayered competition, acknowledging the changes and actively managing their position in the evolving eco-systems is crucial.

Suggested Citation

  • TANASE, George Cosmin, 2019. "The Influence of Digital Transformation on the Retailing Value Chain," Romanian Distribution Committee Magazine, Romanian Distribution Committee, vol. 10(3), pages 30-34, September.
  • Handle: RePEc:rdc:journl:v:10:y:2019:i:3:p:30-34

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    References listed on IDEAS

    1. Grewal, Dhruv & Levy, Michael & Kumar, V., 2009. "Customer Experience Management in Retailing: An Organizing Framework," Journal of Retailing, Elsevier, vol. 85(1), pages 1-14.
    2. Bilgicer, Tolga & Jedidi, Kamel & Lehmann, Donald R. & Neslin, Scott A., 2015. "Social Contagion and Customer Adoption of New Sales Channels," Journal of Retailing, Elsevier, vol. 91(2), pages 254-271.
    3. Puccinelli, Nancy M. & Goodstein, Ronald C. & Grewal, Dhruv & Price, Robert & Raghubir, Priya & Stewart, David, 2009. "Customer Experience Management in Retailing: Understanding the Buying Process," Journal of Retailing, Elsevier, vol. 85(1), pages 15-30.
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    More about this item


    Digitization; retailing; customer interface; brands; consumers; platforms;
    All these keywords.

    JEL classification:

    • L81 - Industrial Organization - - Industry Studies: Services - - - Retail and Wholesale Trade; e-Commerce
    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing


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