{"product_id":"toward-cross-channel-management-a-comprehensive-guide-for-retail-firms-9783110553895","title":"Toward Cross-Channel Management: A Comprehensive Guide for Retail Firms","description":"\u003cp\u003e • Author(s): Thomas Rudolph\u003cbr\u003e • Publisher: Walter de Gruyter\u003cbr\u003e • Publisher Imprint: Walter de Gruyter\u003cbr\u003e • BISAC: Industries - Retailing\u003c\/p\u003e\u003cp\u003e\u003c\/p\u003e\u003cp\u003eNew digital devices enable consumers to ubiquitously access the Internet and inspire them to switch between online and offline channels when shopping - a phenomenon extant research on consumer behavior terms cross-channel shopping. This considerable change in consumer behavior offers great potential for retailers worldwide to strengthen their competitiveness. \u003c\/p\u003e \u003cp\u003eToday, retail incumbents aspire to integrate their channels to offer compelling switching opportunities among all online and offline channels - an approach we coin cross-channel management. However, addressing cross-channel shoppers may entail a rise in business model complexity which can only be tackled by installing a firm-wide strategic change process. Set against this transformative background, this book offers insight into how firms can overcome said inertia and successfully transform their current channel specific business model to a much more integrated system of online and offline channels. \u003c\/p\u003e \u003cp\u003eWith the help of 71 interviews with top and middle managers in retailing, this book derives a variety of recommendations in the field of cross-channel management for retailers and manufacturers. \u003cbr\u003e\u003c\/p\u003e","brand":"Walter de Gruyter","offers":[{"title":"Paperback","offer_id":45164975227031,"sku":"9783110553895","price":1249.0,"currency_code":"INR","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0666\/3471\/1191\/files\/9783110553895.webp?v=1767105081","url":"https:\/\/atlanticbooks.com\/products\/toward-cross-channel-management-a-comprehensive-guide-for-retail-firms-9783110553895","provider":"Atlantic Books","version":"1.0","type":"link"}