Oliver Thomas Emrich
Title
Prof. Dr.
Last Name
Emrich
First name
Oliver Thomas
Phone
+41 71 224 7187
Web Site
4 results
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Item type:Publication, Shopping Benefits of Multichannel Assortment Integration and the Moderating Role of Retailer TypeTo what extent should multichannel retailers integrate assortments across channels? Previous literature controversially discusses the question of which integration strategy is most successful but arguments are only conceptual, and no empirical assessment exists. This article presents a framework that (a) shows how customers' perceived shopping benefits of variety, convenience, and reduced risk mediate the impact of multichannel assortment integration (full, asymmetrical, no) on patronage intentions and (b) differentiates the impact for retailer types based on substitutive, complementary, and independent assortment relations. Two large-scale experimental studies empirically investigate whether a dominant integration strategy exists in the context of full and simultaneous information (Study 1) and more uncertain and subsequent information accessibility (Study 2). We consistently find that full integration dominates no integration across assortment relations, but asymmetrical integration-the strategy that is most often realized by multichannel retailers-can have a detrimental impact for substitutive relations compared with no integration. Asymmetrical integration can be more beneficial than full integration for independent relations, while customer outcomes differ less for complementary relations. Researchers and managers can use our findings to understand how shopping benefits of variety, convenience, and reduced risk explain the different customer outcomes of multichannel assortment integration, depending on retailer type.Type:journal articleJournal:Journal of RetailingVolume:91Issue:2Scopus© Citations 135 - Some of the metrics are blocked by yourconsent settings
Item type:Publication, A macro-perspective on co-creation processes on the InternetCompanies increasingly use open innovation and co-creation processes on the Internet. Despite this rising trend in management, the different forms of open innovation on the Internet have only scarcely been investigated from a macroperspective that systematically categorizes customer-supplier interactions based on a conceptual framework. Using a cross-case study design, we characterize and differentiate six types of customer-supplier processes on the Internet regarding underlying value propositions, value network configurations, and modes of interaction. These co-creation processes can be categorized according to their value propositions that follow different stages of the consumption circle. Each value proposition, as a cohesive element, determines a different value network configuration. We examine how network leaders create different modes of interactions in these value networks that we analyze regarding power, relationship, and coordination mechanisms. Across cases, open innovation on the Internet changes the architecture of the value chain from a single-directed stream to a loop of knowledge exchange that includes almost every vertical stage. Companies therefore cannot assign customer input to a certain functionality but rather must decipher it through interdisciplinary approaches that involve the cooperation of multiple areas. The macro-perspective framework can help companies to identify in which areas they can use open innovation and how to establish co-creation processes in the newly evolving value networks.Type:journal articleJournal:Problems and Perspectives in ManagementVolume:12Issue:2 - Some of the metrics are blocked by yourconsent settings
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Item type:Publication, Wachsen mit E-Commerce : Cross-Channel-ManagementType:journal articleJournal:Harvard Business ManagerVolume:33Issue:07