Purpose: Both online and brick and mortar retailers have invested heavily in developing omni-channel service offerings. Though seen as a competitive necessity, these omni-channel service offerings increase costs and complexities. The purpose of this study is to examine the effects of strategies...

Given today's increasingly competitive environment, firms in every industry are searching for new ways to increase their competitive advantage. Many firms have realized that, due to a variety of different reasons (e.g., fast-paced technological advances), significant performance improvements...