TY - JOUR
T1 - B2C smart retailing
T2 - A consumer-focused value-based analysis of interactions and synergies
AU - Vrontis, Demetris
AU - Thrassou, Alkis
AU - Amirkhanpour, Monaliz
PY - 2016/2/21
Y1 - 2016/2/21
N2 - The paper transcends the simply functional and oligo-dimensional approach to smart retailing, in order to provide a comprehensive, value-based analysis of its B2C relationship. Methodologically, it is a theoretically developed conceptual work, refined through qualitative primary research. Specifically, combining narrative and meta-synthetic literature analyses with interviews it undertakes an extensive theoretical review on the subject and its peripheral and contextual factors; it identifies the value categories and individual elements, which explicitly or implicitly define the smart retailing B2C relationships and synergies; and prescriptively incorporates all into a single, provisional, value-based, multi-dimensional framework for B2C smart retailing. The findings give rise to 'value' as superior means of understanding the smart retailing B2C relationship and as the ultimate ends on both sides of the relationship; both largely consequent to the changing underlying contemporary business and consumer motivators. Additionally, smart retailing '. soft value' manifestations are delineated and proposed as particular sources of retailers' lasting and inimitable competitive advantages; while smart retailing itself is found to have outgrown its traditional role to become a holistic strategic approach to the retailing business.
AB - The paper transcends the simply functional and oligo-dimensional approach to smart retailing, in order to provide a comprehensive, value-based analysis of its B2C relationship. Methodologically, it is a theoretically developed conceptual work, refined through qualitative primary research. Specifically, combining narrative and meta-synthetic literature analyses with interviews it undertakes an extensive theoretical review on the subject and its peripheral and contextual factors; it identifies the value categories and individual elements, which explicitly or implicitly define the smart retailing B2C relationships and synergies; and prescriptively incorporates all into a single, provisional, value-based, multi-dimensional framework for B2C smart retailing. The findings give rise to 'value' as superior means of understanding the smart retailing B2C relationship and as the ultimate ends on both sides of the relationship; both largely consequent to the changing underlying contemporary business and consumer motivators. Additionally, smart retailing '. soft value' manifestations are delineated and proposed as particular sources of retailers' lasting and inimitable competitive advantages; while smart retailing itself is found to have outgrown its traditional role to become a holistic strategic approach to the retailing business.
KW - Consumer
KW - Digital marketing
KW - Mobile marketing
KW - Smart B2C interactions
KW - Smart retailing
KW - Value
UR - http://www.scopus.com/inward/record.url?scp=85008162623&partnerID=8YFLogxK
U2 - 10.1016/j.techfore.2016.10.064
DO - 10.1016/j.techfore.2016.10.064
M3 - Article
AN - SCOPUS:85008162623
SN - 0040-1625
JO - Technological Forecasting and Social Change
JF - Technological Forecasting and Social Change
ER -