Core Stakeholder Triangle and Customer Paradox: A Single-Company Stakeholder Analysis of Omni-Channel Retailing in the German Electronics Sector
Core Stakeholder Triangle and Customer Paradox: A Single-Company Stakeholder Analysis of Omni-Channel Retailing in the German Electronics Sector

Summary/Abstract: Aim: This exploratory single-company case study examined how omni-channel transformation reshapes stakeholder relationships, power structures, and influences patterns at MediaMarktSaturn in the German consumer electronics retail sector. Methodology: A convergent parallel mixed-methods design was applied, drawing on n = 36 MediaMarktSaturn experts and Reed et al.'s (2009) three-phase stakeholder typology, complemented by an interest-influence matrix, rainbow diagram, and the original LoI Index. Results: The author identified a resilient core stakeholder triangle (retailers, logistics providers, manufacturers) and a customer paradox (high strategic importance but limited direct influence). Implications and recommendations: Retailers should prioritise relationships within the core triangle and implement structured customer feedback mechanisms. Future research should examine longitudinal effects, particularly following the 2025 JD.com acquisition. Originality/value: This article provides the first systematic stakeholder analysis in omni-channel retail, introducing the Real Utility Analysis and LoI Index as novel methodological tools.

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