The Resource-Based View (RBV) of the firm suggests that assets, and their effective management, should be associated with achieving and maintaining competitive advantage. As the RBV has developed, it has moved toward the idea that difficult-to-imitate learning processes may be the only true...

The studies in this special issue of ""the impact of digital shopping channels on multi-channel marketing and attribution in the changing retail landscape"" put consumers at the center of marketing and attribution and provide implications how retailers can capitalize on digital shopping channels...