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- مبلغ: ۹۱,۰۰۰ تومان
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.
4. Conclusions, implications and further research
The research has undertaken an extensive narrative and metasynthetic theoretical analysis, refined through primary qualitative research. It has thus successfully met its objectives of identifying the value categories and individual elements, which explicitly or implicitly define the smart retailing business-consumer relationships and synergies; and (mostly) descriptively and (partially) prescriptively delineate these through a provisional, comprehensive, value-based multi-dimensional framework of the retailing business-consumer smart interaction system. The findings bring to the surface a number of conclusions:
1. ‘Value’ constitutes a superior means of understanding the smart retailing business-consumer interaction, as it allows a holistic and comprehensive understanding of the synergies, exchanges, risks, and benefits of the relationship to both.
2. ‘Value’ constitutes the ultimate ends on both sides of the relationship, as both the contemporary retail business and the contemporary consumer are defined by environmental factors that produce business and consumer motivators that far exceeds the simple traditional ones of cost, functionality etc.
3. Focus on ‘value’, particularly through its ‘soft’ manifestations, allows retailers the strategic flexibility to develop competitive advantages that are unique, inimitable and less-resource demanding. This further alleviates smaller retailers from the disadvantages of economies of scale, strengthening their position against both small and large players.