Dr. Arkadiusz Kawa, prof. PUEB, together with researchers from the Wroclaw University of Economics and Business and the Catholic University of Portugal, published an article titled “Unveiling retail omnichannel challenges: developing an omnichannel obstacles scale” in the journal International Journal of Retail & Distribution Management (Impact Factor: 5.5)
Dr. Arkadiusz Kawa, prof. PUEB, together with researchers from the Wroclaw University of Economics and Business (Dr. Joanna Radomska, prof. WUEB, Prof. Patrycja Klimas, Dr. Monika Hajdas) and the Catholic University of Portugal (Dr. Susana C. Silva), published an article titled “Unveiling retail omnichannel challenges: developing an omnichannel obstacles scale” in the journal International Journal of Retail & Distribution Management (Impact Factor: 5.5).
In this study, the authors focused on identifying and analyzing barriers hindering the implementation of omnichannel strategies in retail. They developed a comprehensive measurement scale for obstacles in marketing channel integration, taking into account three key dimensions: operational efficiency, channel inefficiencies, and organizational strategy and culture in retail. This tool was validated for reliability and accuracy, providing a solid foundation for practical application in assessing challenges related to omnichannel strategy implementation.
The article is available in full open access: https://www.emerald.com/insight/content/doi/10.1108/ijrdm-04-2024-0169/full/html