Взаимоотношенията във веригата за доставка в омниканалния ритейлинг
Supply Chain Relationships in Omnichannel Retailing
Author(s): Violeta DimitrovaSubject(s): Social Sciences, Economy, Sociology, Sociology of the arts, business, education, Marketing / Advertising
Published by: Университет за национално и световно стопанство (УНСС)
Keywords: retailing; omnichannel; business model; marketplace; supply chain
Summary/Abstract: The omnichannel supply chain changes the relationship between vertical and horizontal market agents. The author advocates the thesis that the cooperation between the participants in the supply chain and the cross-functional integration inside the company are key factors for the success of the commercial business in the conditions of digitalization. The aim of the study is to analyze the impact of retail transformations on supply chain relationships in an omnichannel environment. The object of research is the transformation of business models in retail trade through integration and convergence of marketing and logistics operations, symbiosis between online and offline sales and creation of omnichannel models.
Journal: Научни трудове на УНСС
- Issue Year: 1/2023
- Issue No: 1
- Page Range: 23-34
- Page Count: 12
- Language: Bulgarian