Striving for cross-channel synergy: a study of SMEs in transition economy

Aleksa Dokić; Dragan Stojković; Susana Silva; Božidar Vlačić

Striving for cross-channel synergy: a study of SMEs in transition economy

Aleksa Dokić, Dragan Stojković, Susana Silva, Božidar Vlačić

Research output: Contribution to journal › Conference article › peer-review

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Abstract

The extent to which SMEs in transitional economies ensure seamless shopping experience may make the difference between venture´s success or failure. In order to respond to increasingly demanding consumers, ventures in transitional economies are shifting from mono-channels to multi-channel strategies. As the ventures in transitional economies are characterised by limited resources and undeveloped marketing channels, the purpose of this study is to examine the role of organizational support in the pursuit for cross-channel synergy. Drawing on the data collected from 97 SMEs in Serbia we found that the higher levels of cross-channel synergy are achieved through direct support to omni-channel (integrated approach) and additional enchancment of offline channels. We further discuss why an additional support to offline channels rather than online channels is more prudent and provide fruitfull future research avenues.

Original language	English
Article number	A2020-64004
Number of pages	11
Journal	Proceedings of the European Marketing Academy
Publication status	Published - 2020
Event	49th Annual EMAC Conference - Budapest, Hungary Duration: 26 May 2020 → 29 May 2020

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A2020-64004Final published version, 310 KBLicence: Unspecified

http://hdl.handle.net/10400.14/33062Licence: Unspecified

CEGE: Research Center in Management and Economics
Silva, M. (Full Professor), Sousa, R. (Full Professor), Alves, P. (Assistant Professor), Madsen, A. (Invited Assistant Professor), Lourenço, A. (Associate Professor), Carvalho, A. S. (Associate Professor), Andrade, A. (Assistant Professor), Silva, P. D. (Associate Professor), Vlačić, B. (Invited Assistant Professor), Martins, C. (Invited Assistant Professor), Gomes, C. (Auxiliary Researcher), Gevrek, Z. E. (Invited Assistant Professor), Oliveira, F. G. D. (Associate Professor), Faria, G. (Invited Associate Professor), Marreiros, H. (Scholarship holder), Pinho, J. (Invited Assistant Professor), Machado, J. (Associate Professor), Araújo, J. (Auxiliary Researcher), Pinto, J. (Assistant Professor), Rego, A. (Full Professor), Gaspar, J. M. (Auxiliary Researcher), Corbo, L. (Invited Assistant Professor), Costa, L. (Associate Professor), Fernandes, L. (Assistant Professor), Sottomayor, M. (Assistant Professor), Martins, N. (Full Professor), Hernández-Marrero, P. (Auxiliary Researcher), Gonçalves, R. (Associate Professor), Ribeiro, R. (PI), Coelho, S. L. (Assistant Teacher), Pereira, S. M. (Auxiliary Researcher), Silva, S. (Associate Professor), Rodrigues, V. (Associate Professor), Sotiros, D. G. (Auxiliary Researcher), Valverde, C. (Assistant Professor), Leitão, A. (Assistant Professor), Julião, J. (Assistant Professor), Tavares, M. (Assistant Professor), Lages, C. R. (Auxiliary Researcher), Elmashhara, M. G. (Auxiliary Researcher) & Teymourifar, A. (Auxiliary Researcher)
1/01/20 → 31/12/25
Project: Other

Cite this

@article{cb6b1170df94478ba3657b930d6ed397,

title = "Striving for cross-channel synergy: a study of SMEs in transition economy",

abstract = "The extent to which SMEs in transitional economies ensure seamless shopping experience may make the difference between venture´s success or failure. In order to respond to increasingly demanding consumers, ventures in transitional economies are shifting from mono-channels to multi-channel strategies. As the ventures in transitional economies are characterised by limited resources and undeveloped marketing channels, the purpose of this study is to examine the role of organizational support in the pursuit for cross-channel synergy. Drawing on the data collected from 97 SMEs in Serbia we found that the higher levels of cross-channel synergy are achieved through direct support to omni-channel (integrated approach) and additional enchancment of offline channels. We further discuss why an additional support to offline channels rather than online channels is more prudent and provide fruitfull future research avenues.",

author = "Aleksa Doki{\'c} and Dragan Stojkovi{\'c} and Susana Silva and Bo{\v z}idar Vla{\v c}i{\'c}",

year = "2020",

language = "English",

journal = "Proceedings of the European Marketing Academy",

issn = "2709-1589",

publisher = "European Marketing Academy",

note = "49th Annual EMAC Conference, EMAC 2020 Budapest ; Conference date: 26-05-2020 Through 29-05-2020",

}

TY - JOUR

T1 - Striving for cross-channel synergy

T2 - 49th Annual EMAC Conference

AU - Dokić, Aleksa

AU - Stojković, Dragan

AU - Silva, Susana

AU - Vlačić, Božidar

PY - 2020

Y1 - 2020

N2 - The extent to which SMEs in transitional economies ensure seamless shopping experience may make the difference between venture´s success or failure. In order to respond to increasingly demanding consumers, ventures in transitional economies are shifting from mono-channels to multi-channel strategies. As the ventures in transitional economies are characterised by limited resources and undeveloped marketing channels, the purpose of this study is to examine the role of organizational support in the pursuit for cross-channel synergy. Drawing on the data collected from 97 SMEs in Serbia we found that the higher levels of cross-channel synergy are achieved through direct support to omni-channel (integrated approach) and additional enchancment of offline channels. We further discuss why an additional support to offline channels rather than online channels is more prudent and provide fruitfull future research avenues.

AB - The extent to which SMEs in transitional economies ensure seamless shopping experience may make the difference between venture´s success or failure. In order to respond to increasingly demanding consumers, ventures in transitional economies are shifting from mono-channels to multi-channel strategies. As the ventures in transitional economies are characterised by limited resources and undeveloped marketing channels, the purpose of this study is to examine the role of organizational support in the pursuit for cross-channel synergy. Drawing on the data collected from 97 SMEs in Serbia we found that the higher levels of cross-channel synergy are achieved through direct support to omni-channel (integrated approach) and additional enchancment of offline channels. We further discuss why an additional support to offline channels rather than online channels is more prudent and provide fruitfull future research avenues.

M3 - Conference article

SN - 2709-1589

JO - Proceedings of the European Marketing Academy

JF - Proceedings of the European Marketing Academy

M1 - A2020-64004

Y2 - 26 May 2020 through 29 May 2020

ER -

Striving for cross-channel synergy: a study of SMEs in transition economy

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CEGE: Research Center in Management and Economics

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