Purpose: The paper aims to report the impact of the COVID-19 pandemic and investigate survival strategies during the pandemic of traditional retailers.Design/methodology/approach: Exploratory methodology consisting of the literature review and an empirical study was conducted. The theoretical...

Traditional retailers must immediately embrace and adapt technology to survive in the competitive retail industry as retail technology rapidly changes consumers' buying habits and expectations. This study may be the first to apply the Technology-to-Performance Chain (TPC) to traditional...