Crafting an omnichannel strategy: Identifying sources of competitive advantage and implementation barriers

Olli Rusanen*

*Corresponding author for this work

Research output: Chapter in Book/Report/Conference proceedingChapterScientificpeer-review

2 Citations (Scopus)


Omnichannel retailing (OCR) is an emerging concept with an emphasis on channel integration for providing seamless customer experiences across various channels. Scholars have studied omnichannel consumption extensively, but there is a need for research on the sources of competitiveness and the potential implementation barriers associated with omnichannel strategies. The purpose of this chapter is to broaden the applicability of omnichannel retailing from a narrow marketing base to take into account societal context (public policy), competitive factors (strategy), and intra-organizational structure (management). I will identify new research areas for academics and issues relating to the strategic management of omnichannel retailing for practitioners. Two workshops were organized for a mixture of academics, retail managers, and consultants. Five OCR-related topic areas emerged from these workshops: (1) societal context, (2) established research regarding omnichannel consumption, (3) internal omnichannel resources as a driver of sustainable competitive advantage, (4) unique features of an omnichannel strategy as a driver of a differentiated market position, and (5) structural implementation barriers of an omnichannel strategy. These areas were further specified through a problematization-based literature review. The results are summarized in a model: the omnichannel strategy triangle.

Original languageEnglish
Title of host publicationExploring Omnichannel Retailing
Subtitle of host publicationCommon Expectations and Diverse Realities
Number of pages36
ISBN (Electronic)9783319982731
Publication statusPublished - 5 Dec 2018
MoE publication typeA3 Part of a book or another research book


  • Omnichannel retail
  • Retail strategy
  • Technology
  • eCommerce
  • SCM
  • Channel integration
  • Mobile technologies
  • Co-design
  • Co-branding
  • Personalization
  • Inventory management


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