Edda Blumenstein publishes article in the Journal of Retailing
Dr. Edda Blumenstein, Associate Professor and Programme Director of the BSc in Retail and Service Management at the Department of Business Administration, has recently published the article Making Omnichannel Work: A Dynamic Capabilities Roadmap for Retail Transformation in the Journal of Retailing. The journal is one of the leading publications in its field worldwide.
Why do some companies stall while others thrive?
The study addresses a question that is at the forefront for many managers in retail and service industries today: why do some companies succeed in transforming their operations through an “omnichannel” approach, while others become stuck in isolated initiatives that fail to deliver genuine, long-term transformation?
The findings suggest that the challenge rarely lies in the technology itself. Many organisations invest heavily in digital solutions, integrated systems and seamless customer experiences across channels, yet the transformation process often stops there.
The research identifies where bottlenecks emerge in omnichannel transformation and outlines how organisations can develop the capabilities needed to ensure continuous progress.
Edda co-authored the article with an esteemed group of collaborators: Vicky Bamiatzi (who also supervised her doctoral studies), Tomas Hult and Jorge Peña Marín.
For those interested, the article is available free of charge for 50 days via the following link:
https://authors.elsevier.com/c/1mnhF56V5Pa9b
Bifröst University warmly congratulates Edda on this publication.