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Digital strategies for two-sided markets: A case study of shopping malls
Luleå University of Technology, Department of Business Administration, Technology and Social Sciences, Business Administration and Industrial Engineering.ORCID iD: 0000-0002-8103-2519
Department of Business Administration, School of Economics and Management, Lund University.
re:newcell AB, Cardellgatan 1, SE-114 36 Stockholm.
HUI Research, SE-103 29 Stockholm.
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2018 (English)In: Decision Support Systems, ISSN 0167-9236, E-ISSN 1873-5797, Vol. 108, p. 34-44Article in journal (Refereed) Published
Abstract [en]

Digitalization is fundamentally changing the retailing ecosystem for shopping malls as digital and analogue elements get increasingly intertwined. We conceptualize shopping malls as two-sided markets whose primary function is connecting shoppers and retailers. By means of an interpretative case study, the article then presents an omnichannel strategy typology for how shopping malls can meet the evolving digitalization challenge. We identify three generic strategies labeled digital awaiter, digital data gatherer, and digital embracer. The paper provides implications for research in omnichannel strategies, digitalization, and two-sided markets by explicating different strategies that involve physical and digital resources, and different ecosystem agents, i.e., retailers and shoppers. It also provides insights for other organizations beyond retailing and which operate under a two-sided market regime.

Place, publisher, year, edition, pages
Elsevier, 2018. Vol. 108, p. 34-44
National Category
Other Engineering and Technologies not elsewhere specified Economics and Business
Research subject
Entrepreneurship and Innovation
Identifiers
URN: urn:nbn:se:ltu:diva-67609DOI: 10.1016/j.dss.2018.02.003ISI: 000433014800004OAI: oai:DiVA.org:ltu-67609DiVA, id: diva2:1182057
Note

Validerad;2018;Nivå 2;2018-06-08 (andbra)

Available from: 2018-02-12 Created: 2018-02-12 Last updated: 2018-06-08Bibliographically approved

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