The evolution of the modern retail concept involves many actors and stimulates several dynamics in markets that cannot be represented only by traditional economic sectors. Retail industry is emerging as a meta-sector where production companies, agriculture, logistics, and retail are integrating their strategies and resources to have fast reaction to markets complexity and variability. Retailers stimulate the integration of many actors in the market from the production of raw material to services. Innovation in retail industry involves companies in production, distribution channels and stimulates change and evolution in consumption and demand. Actors in retail industry are influencing, generating and using rules, languages, cultural norms, values, codes - institutions - that cause effects on the same actors involved, on markets and on the complex emerging system. Within this entangled context of actors‟ interaction, sharing of institutions and behaviours, following a service perspective, retail industry seems to configure a service ecosystem - retail ecosystem -. The work contributes in explaining the emerging of retail ecosystem, the relevant institutions involved and the contribution of the customer as influencer of institutions dynamics within retail context. The relevance of ecosystem approach emerges and, although the customer represents a relevant actor, the success of the wide system comes by co-evolution of involved actors and institutions dynamics. The survival – final purpose - of the whole retail ecosystem is generated by the resource integration and mutual dependence of every involved actor.
Ecosystem approach in retail industry and customer role: a service perspective
Marcello Sansone
2019-01-01
Abstract
The evolution of the modern retail concept involves many actors and stimulates several dynamics in markets that cannot be represented only by traditional economic sectors. Retail industry is emerging as a meta-sector where production companies, agriculture, logistics, and retail are integrating their strategies and resources to have fast reaction to markets complexity and variability. Retailers stimulate the integration of many actors in the market from the production of raw material to services. Innovation in retail industry involves companies in production, distribution channels and stimulates change and evolution in consumption and demand. Actors in retail industry are influencing, generating and using rules, languages, cultural norms, values, codes - institutions - that cause effects on the same actors involved, on markets and on the complex emerging system. Within this entangled context of actors‟ interaction, sharing of institutions and behaviours, following a service perspective, retail industry seems to configure a service ecosystem - retail ecosystem -. The work contributes in explaining the emerging of retail ecosystem, the relevant institutions involved and the contribution of the customer as influencer of institutions dynamics within retail context. The relevance of ecosystem approach emerges and, although the customer represents a relevant actor, the success of the wide system comes by co-evolution of involved actors and institutions dynamics. The survival – final purpose - of the whole retail ecosystem is generated by the resource integration and mutual dependence of every involved actor.File | Dimensione | Formato | |
---|---|---|---|
IFKAD_PAPER_Sansone.pdf
solo utenti autorizzati
Descrizione: Contributo in Atti di Convegno
Tipologia:
Versione Editoriale (PDF)
Licenza:
Copyright dell'editore
Dimensione
283.67 kB
Formato
Adobe PDF
|
283.67 kB | Adobe PDF | Visualizza/Apri Richiedi una copia |
I documenti in IRIS sono protetti da copyright e tutti i diritti sono riservati, salvo diversa indicazione.