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Javier Cenamor. Photo.

Javier Cenamor

Senior lecturer

Javier Cenamor. Photo.

Digital strategies for two-sided markets : A case study of shopping malls

Author

  • Johan Frishammar
  • Javier Cenamor
  • Harald Cavalli-Björkman
  • Emma Hernell
  • Johan Carlsson

Summary, in English

Digitalization is fundamentally changing the retailing ecosystem for shopping malls as digital and analogue elements get increasingly intertwined. We conceptualize shopping malls as two-sided markets whose primary function is connecting shoppers and retailers. By means of an interpretative case study, the article then presents an omnichannel strategy typology for how shopping malls can meet the evolving digitalization challenge. We identify three generic strategies labeled digital awaiter, digital data gatherer, and digital embracer. The paper provides implications for research in omnichannel strategies, digitalization, and two-sided markets by explicating different strategies that involve physical and digital resources, and different ecosystem agents, i.e., retailers and shoppers. It also provides insights for other organizations beyond retailing and which operate under a two-sided market regime.

Department/s

  • Department of Business Administration

Publishing year

2018-04

Language

English

Pages

34-44

Publication/Series

Decision Support Systems

Volume

108

Document type

Journal article

Publisher

Elsevier

Topic

  • Business Administration

Keywords

  • digitalization
  • two-sided market
  • omnichannel strategies
  • shopping mall
  • retailing
  • interpretative case study

Status

Published

ISBN/ISSN/Other

  • ISSN: 0167-9236