Technological Diversification in Retail Agglomerations: Case Studies Alongside the Digital Marketing Mix
(2020)
Book Chapter
Dicdarevic, A., Evanschitzky, H., & Backhaus, C. (2020). Technological Diversification in Retail Agglomerations: Case Studies Alongside the Digital Marketing Mix. In E. Pantano (Ed.), Retail Futures: The Good, the Bad and the Ugly of the Digital Transformation (37-50). Bingley: Emerald. https://doi.org/10.1108/9781838676636
The degree to which technologies are spread across retailing, the so-called technological diversification, is mainly considered at the firm-or store level in the retailing and marketing literature. However, also physical clusters of business and serv... Read More about Technological Diversification in Retail Agglomerations: Case Studies Alongside the Digital Marketing Mix.