Seminar: Strategic Group Analysis of Hybrid Commerce Firms
A Strategic Group Analysis of Hybrid Commerce Firms: Implications for Managing Technological Change. Abstract: Retail organizations are currently undergoing significant transformations to integrate their physical and online retail channels. This emerging form of e-commerce, known as hybrid commerce, refers to the conduct of business with consumers through the provision of integrated information and innovative cross-channel services. The successful adaptation to a hybrid organizational form requires extensive technological and process changes. Due to resource constraints and strategic focus, firms might choose to integrate only certain aspects of their retail operations. The objective of this study is to provide a competitive mapping of the current state of hybrid commerce in the retail industry in order to guide the hybrid commerce innovation process. Using the data collected from 125 hybrid commerce organizations in Singapore, we performed a strategic group analysis to develop a taxonomy of 4 distinct types of organizations. These different forms of integrators were found to manifest performance differences. Our results provide useful insights to understand the strategic options available to manage the technological change as well as the performance implications in making the transition to different stages of hybrid commerce. Biography of speaker: Lih-Bin Oh is an Instructor and doctoral candidate in the Department of Information Systems at the National University of Singapore.
Jun 16, 2006
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