A Procedure Model for Integrating Retailers into Digital Platforms
Zusammenfassung
The integration into digital platforms is a vital countermeasure
for retailers to counter rising customer expectations, emerging competition,
and rapid technological developments. To break down the behemoth of integration
projects into smaller steps, we synthesized a procedure model incorporating requirements
from scientific literature and practice. We applied design science research to
derive a well-structured and scientifically sound artifact that was evaluated
in eleven interviews with practitioners. Our analysis revealed that integrating
retailers into a digital platform is less specific than proposed in other
research and has many similarities to other spheres, especially when
considering small- and medium-sized organizations. However, there are some
peculiarities for retailers that could rationalize a distinct view on the
integration.
Schlüsselwörter
Digital Platform, Integration, Retail, Procedure Model, Design Science.