Dominant Logic in a Paradoxical Omnichannel Opportunity
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This thesis is about finding out what the role was of dominant logic when the supermarkets decided to join in on the E-grocery business. On the one hand the business is not profitable and it is unclear if it will ever be, on the other hand most supermarkets joined in on this ‘opportunity’. This thesis represents a qualitative research approach on finding the answer to how the decision came about to join this paradoxical situation. Out of the results appears that dominant logic played a big role in the decision-making process. Supermarkets were convinced of the fact that their offline strategy was supposed to work online and that they would conquer the business.
Faculteit der Managementwetenschappen