PIVOTING TO MANAGE THE INTEGRATION OF TWO INITIALLY SEPARATE BUSINESS MODELS: THE CASE OF THE DIGITAL TRANSFORMATION OF ESTABLISHED RETAILERS

Pivoting to Manage the Integration of Two Initially Separate Business Models: The Case of the Digital Transformation of Established Retailers

Due to increasing digitalization, most companies have added online retail as a new business model (BM) separate from their initial physical BM, requiring them to manage a portfolio of BMs.The literature points out that companies choose between a separation or integration strategy to manage their multiple BMs.However, business cases show that compan

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