Tobias Mirsch
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Mirsch
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Tobias
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+41 71 224 3582

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Publication

Transitioning to Omnichannel Business: A Dynamic Capabilities Perspective of Firms’ Channel Integration

2018 , Lehrer, Christiane , Mirsch, Tobias , Jung, Reinhard

The proliferation of digital devices and services has fundamentally changed customer behavior and needs and thus the manner in which customers engage with firms. Many customers want to engage with firms across both online and offline channels, enjoying seamless switching and simultaneous use. In this changing environment, the omnichannel concept has been proposed as an appropriate approach to satisfy these customer demands. In practice, however, only a few firms have successfully initiated a transition from a multichannel business to an omnichannel business by integrating channels. One major challenge associated with channel integration is that of deploying the necessary dynamic capabilities that enable management to reconfigure the organization. Against this backdrop, we draw on the dynamic capability perspective to examine how firms transitioned to omnichannel management by the combination of adaptive organization principles and omnichannel retail information systems. For this purpose, this study sheds light on the microfoundations of the firms’ IT-enabled dynamic capabilities. The research is based on two qualitative case studies of a click-and-mortar retailer and an insurance firm that have transitioned to an omnichannel approach by successfully integrating their online and offline distribution channels. The findings make four primary contributions to theory and practice. First, they extend the literature on omnichannel business by discussing microfoundations related to channel integration grounded in empirical data. Second, our results provide relevant insights for information systems scholars on IT’s contribution to achieving the target of an omnichannel business. Third, the study contributes to research regarding dynamic capabilities by providing empirical insights into how firms deploy dynamic capabilities in practice. Fourth, for practitioners, this research provides valuable decision support on how to transform their organizations toward an omnichannel approach.

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Publication

Mit Digital Nudging Nutzererlebnisse verbessern und den Unternehmenserfolg steigern

2018 , Mirsch, Tobias , Jung, Reinhard , Rieder, Annamina , Lehrer, Christiane

Digital Nudging can influence user behavior in the digital context by the targeted design of user interfaces. Based on behavioral economics, psychological effects can be utilized or counteracted to support users in decision-making. If applied systematically, digital nudging can enhance the user experience and add significant value to the business.

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Publication

Making Digital Nudging Applicable: The Digital Nudge Design Method

2018-12 , Mirsch, Tobias , Lehrer, Christiane , Jung, Reinhard

The goal of digital nudging, a concept based on insights from behavioural economics, is to influence decision-making in digital choice environments. Information systems scholars increasingly see digital nudging as a promising research field, as do practitioners in the field of user interface, user experience, and digital service design. However, the use of digital nudging is not widespread because practitioners are often unaware of the concept or they do not have a systematic approach with which to apply it. Using a design science research approach, we develop the Digital Nudge Design method and evaluate its applicability and usefulness in practice. The method is based on requirements deduced from literature on digital nudging and persuasive systems and frominterviews with practitioners from five case organizations. The study contributes to research that seeks to develop methods for influential user interface design, and the method supports researchers and practitioners in designing digital nudges.

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