<abstract xmlns="http://www.w3.org/1999/xhtml"><p>Although innovating in the physical stores has become a challenge for retailers, previous studies provided insights based primarily on consumers’ and employees’ acceptance of technology, with limited attention towards specific practices for successful adopting innovations. Starting from a qualitative analysis of pioneering strategies adopted by a sample of 50 retailers in the Dutch market, this research is devoted to a broad investigation of the innovation management strategies with emphasis on the choice to be the first to innovate. Our findings provide a correlation between the pioneer practices and the sales outcomes, by describing the more favourable conditions for adopting this strategy in terms of time, place and innovation characteristics (i.e., typology). These results would support retailers in the choice of innovating and managing the innovation process.</p></abstract>

Although innovating in the physical stores has become a challenge for retailers, previous studies provided insights based primarily on consumers’ and employees’ acceptance of technology, with limited attention towards specific practices for successful adopting innovations. Starting from a qualitative analysis of pioneering strategies adopted by a sample of 50 retailers in the Dutch market, this research is devoted to a broad investigation of the innovation management strategies with emphasis on the choice to be the first to innovate. Our findings provide a correlation between the pioneer practices and the sales outcomes, by describing the more favourable conditions for adopting this strategy in terms of time, place and innovation characteristics (i.e., typology). These results would support retailers in the choice of innovating and managing the innovation process.

Pioneering Strategies in Retail Settings: An Empirical Study of Successful Practices

Sapienza University – Management Department

Management & Marketing

This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 3.0 License.

Although innovating in the physical stores has become a challenge for retailers, previous studies provided insights based primarily on consumers’ and...

Pioneering Strategies in Retail Settings: An Empirical Study of Successful Practices

Publié en ligne: 31 déc. 2020

Pages: 643 - 663

DOI: https://doi.org/10.2478/mmcks-2020-0037

Mots clés
Pioneering, Retailing, Retail Services, In-Store Technology, Online-Offline Integration, Omni-channel Management, Innovation Management, Technology Management

© 2020 Marco Savastano et al., published by Sciendo

This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 3.0 License.

Pioneering Strategies in Retail Settings: An Empirical Study of Successful Practices

Publié en ligne: 31 déc. 2020

Pages: 643 - 663

DOI: https://doi.org/10.2478/mmcks-2020-0037

Mots clésPioneering, Retailing, Retail Services, In-Store Technology, Online-Offline Integration, Omni-channel Management, Innovation Management, Technology Management

© 2020 Marco Savastano et al., published by Sciendo

This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 3.0 License.

Mots clés
Pioneering, Retailing, Retail Services, In-Store Technology, Online-Offline Integration, Omni-channel Management, Innovation Management, Technology Management