The proliferation of digital devices and services has fundamentally changed customers’ shopping behaviour and has occasioned a new type of retailing called omnichannel retailing. Omnichannel retailing requires retailers to completely transform, moving away from managing processes in silos towards offering fully integrated and seamless shopping experiences across all the retailers’ physical and digital channels and touchpoints. The imperative to create seamless shopping experiences has rippled through every part of the retail supply chain. Accordingly, internal supply chain integration (SCI) has become central to a retailer’s ability to integrate the vast network of channels and functions that need to collaborate to create an omnichannel shopping experience. However, retailers highlight numerous difficulties when transforming their supply chains from previous types of multichannel retailing to omnichannel retailing.
By applying the strategic management theory of the dynamic capabilities view (DCV) this study explores the question of which dynamic capabilities facilitate the internal SCI of omnichannel retailers. To answer this question, the study employed a multimethod qualitative methodology. First, an in-depth literature review was conducted to identify dynamic capabilities within the scope of this study. Based on this process, a coding frame was developed. The coding frame was used to conduct a content analysis of 40 South African omnichannel retailers’ integrated annual reports (IARs). Second, 17 semi-structured interviews were conducted with top managers employed at South African omnichannel retailers. The interview data were transcribed and then analysed employing reflexive thematic analysis. Following the analysis of these two datasets, the findings were triangulated and a conceptual framework of dynamic capabilities that facilitate the internal SCI of omnichannel retailers was developed. The conceptual framework identified 14 dynamic capabilities that facilitate internal SCI, and elaborated on how each capability promotes internal SCI. These findings make a unique contribution as managers can use the list of dynamic capabilities to appraise their internal competencies to identify and prioritise the development of capabilities that facilitate competitiveness and adaptability in an ever-changing omnichannel environment. Furthermore, these findings make a unique contribution by being among the first to take an end-to-end approach to the investigation of omnichannel supply chain integration.
Die toename in digitale toestelle en dienste het die koopgedrag van kliënte grondig verander en tot ’n nuwe wyse van kleinhandel aanleiding gegee. Dit heet allekanaalkleinhandel. Vanweë allekanaalkleinhandel kan kleinhandelaars nie voortgaan om prosesse apart van mekaar te bestuur nie. Kleinhandelaars moet gevolglik in al hulle fisiese en digitale kanale en raakpunte ’n geïntegreerde, soomlose inkopiebelewenis kan bied. Soomlose inkopiebelewenisse het dus in elke faset van die kleinhandelsaanbodketting noodsaaklik geword. Gevolglik staan interne aanbodkettingintegrasie (AKI) in die kern van ’n kleinhandelaar se vermoë om sy ontsaglike netwerk van kanale en funksies te integreer om ’n allekanaalinkopiebelewenis te bied. Kleinhandelaars wys egter op verskillende probleme wat met die transformasie van hulle aanbodkettings van meerkanaalkleinhandel na allekanaalkleinhandel gepaard gaan.
Hierdie studie vra dus op grond van die strategiese bestuursteorie uit die oogpunt van dinamiese vermoëns (ODV) welke dinamiese vermoëns interne AKI van allekanaalkleinhandelaars verg. Om hierdie vraag te beantwoord, is ’n kwalitatiewe metodologie van meerdere metodes toegepas. Ten eerste is die literatuur grondig ondersoek om die dinamiese vermoëns vir hierdie studie aan te toon. ’n Koderingsraamwerk is vervolgens op grond hiervan ontwikkel om die inhoud van die geïntegreerde jaarverslae (GJV’s) van 40 Suid-Afrikaanse allekanaalkleinhandelaars te ontleed. Ten tweede is 17 halfgestruktureerde onderhoude met die topbestuurders van Suid-Afrikaanse allekanaalkleinhandelaars gevoer. Die data van die onderhoude is getranskribeer en daarna met nadenke tematies ontleed. Ná die ontleding van die twee stelle data is die bevindings getrianguleer. ’n Konseptuele raamwerk van die dinamiese vermoëns wat die interne AKI van allekanaalkleinhandelaars moontlik maak, is opgestel. Die konseptuele raamwerk toon 14 dinamiese vermoëns aan wat interne AKI bevorder en beskryf ook hoe elke vermoë interne AKI moontlik maak. Hierdie bevindings lewer ’n wesenlike bydrae aangesien bestuurders volgens die lys van dinamiese vermoëns hulle eie interne vermoëns kan beoordeel om die ontwikkeling daarvan te prioritiseer met die oog op mededingendheid en aanpasbaarheid in ’n immerveranderende allekanaalomgewing. Hierdie bevindings lewer ’n unieke bydrae aangesien dit die heel eerste keer is dat ’n ent-tot-entbenadering in ’n ondersoek na allekanaalaanbodkettingintegrasie gevolg is.
Ukwanda kwamadivayisi edijithali namasevisi kuye kwashintsha ngokuyisisekelo ukuziphatha kokuthenga kwamakhasimende futhi kuye kwabangela uhlobo olusha lokuthengisa olubizwa ngokuthi uhlobo lokudayisa oluhlanganisa izindlela ezahlukene zokuthenga ezitholakala kubathengi. Ukuthengiswa kohlobo lokudayisa oluhlanganisa izindlela ezahlukene zokuthenga ezitholakala kubathengi kudinga abathengisi ukuthi baguqule ngokuphelele, basuke ezinqubweni zokuphatha ezinqolobaneni baye ekunikezeni ulwazi lokuthenga oludidiyelwe ngokuphelele futhi olungenazihibe kuwo wonke amashaneli angokoqobo nawedijithali kanye nezindawo zokuthinta zabathengisi. Isidingo sokudala isipiliyoni sokuthenga senzeke kuzo zonke izingxenye zochungechunge lokuthengwa kwempahla. Ngokufanelekile, ukuhlanganiswa kochungechunge lokuhlinzeka (UKL) sekuyinto engqala yekhono lomthengisi lokuhlanganisa inethiwekhi enkulu yamashaneli nemisebenzi edinga ukubambisana ukuze kudalwe okuhlangenwe nakho kokuthenga kohlobo lokudayisa oluhlanganisa izindlela ezahlukene zokuthenga ezitholakala kubathengi. Kodwa-ke, abathengisi bagqamisa ubunzima obuningi lapho beguqula uchungechunge lokuhlinzeka okunikezwayo kusuka ezinhlotsheni zangaphambilini zokuthengisa kabusha kweziteshi eziningi kuya ekuthengisweni kohlobo lokudayisa oluhlanganisa izindlela ezahlukene zokuthenga ezitholakala kubathengi.
Ngokusebenzisa ithiyori yokuphatha yesu lokubuka kwamakhono anamandla (LKA) lolu cwaningo luhlola umbuzo wokuthi yimaphi amandla aguqukayo asiza UKL yangaphakathi yabathengisi beziteshi zonke. Ukuze kuphendulwe lo mbuzo, ucwaningo lusebenzise izindlela eziningi eziyindlela yekhwalithi. Okokuqala, ukubuyekezwa kwemibhalo okujulile kwenziwa ukuze kutholakale amakhono ashukumisayo ngaphakathi kwendawo yalolu cwaningo. Ngokusekelwe kule nqubo, uhlaka lwekhodi lwenziwe. Uhlaka lwekhodi lusetshenziswe ukuhlaziya okuqukethwe kwemibiko edidiyelwe yaminyaka yonke (IYE) yabathengisi bohlobo lokudayisa oluhlanganisa izindlela ezahlukene zokuthenga ezitholakala kubathengi ezingama-40 baseNingizimu Afrika. Okwesibili, izinhlolokhono eziyi-17 ezihlelwe kancane zenziwa nabaphathi abaphezulu abaqashwe ezitolo ezidayisa uhlobo lokudayisa oluhlanganisa izindlela ezahlukene zokuthenga ezitholakala kubathengi zaseNingizimu Afrika. Idatha yenhlolokhono yabhalwa yabe isihlaziywa kusetshenziswa ukuhlaziya kwengqikithi ezenzakalelayo. Ngemuva kokuhlaziywa kwalawa madathasethi amabili, okutholakele kwaphindwa kathathu futhi kwasungulwa uhlaka lomqondo lwamakhono ashukumisayo asiza UKL yangaphakathi yohlobo lokudayisa oluhlanganisa izindlela ezahlukene zokuthenga ezitholakala kubathengi. Uhlaka lomqondo luhlonze amakhono ayi-14 anamandla asiza UKL yangaphakathi, futhi lwachaza kabanzi ngokuthi ikhono ngalinye liyithuthukisa kanjani UKL yangaphakathi. Lokhu okutholakele kube nomthelela oyingqayizivele njengoba abaphathi bengasebenzisa uhlu lwamakhono aguqukayo ukuze bahlaziye amakhono abo angaphakathi ukuze bahlonze futhi babeke phambili ukuthuthukiswa kwamakhono asiza ukuncintisana nokuzivumelanisa nezimo endaweni ehlala ishintsha uhlobo lokudayisa oluhlanganisa izindlela ezahlukene zokuthenga ezitholakala kubathengi. Ngaphezu kwalokho, lokhu okutholakele kube nomthelela oyingqayizivele ngokuba phakathi kwabokuqala ukuthatha indlela yokuphela kophenyo lokuhlanganiswa kochungechunge lokuhlinzekwa uhlobo lokudayisa oluhlanganisa izindlela ezahlukene zokuthenga ezitholakala kubathengi oluhlanganisa uchungechunge lokuhlinzeka.
