Digital strategies for market dominance: empirical evidence from the insurance industry
type: CreativeWork
description: Internet, Web 2.0 and digital and mobile technologies have fundamentally changed the way firms perform, conceive, develop and deliver services, leading to the development of personalized relationships with customers, increasing quality, improving lead time, and enabling more customization at a lower cost. These channel proliferation has increased the complexity of firms’ operations because it opens up new customer contact points. In today's rapidly changing environment, firms need to diversify, adapt, and even reinvent themselves to match evolving market and technological conditions and to turn themselves into multichannel organizations. The multichannel model may generate more sales and profit when channel benefits are well identified and integrated to provide service transactions across channels. Thus, the success of multichannel service bases on how companies capitalize optimizes digital touch points to interact with consumers. The goal of this dissertation is to further develop our understanding of the impact of digital channels on multichannel attribution and devise effective multichannel strategies that increase synergy effects to reach consumers across channels. In the first paper, I examined how managing seamless service transactions across channels impact competitive advantage. A great amount of literature has focused on multichannel distribution strategies but there is a little theory or systematic research on the relationship between multichannel strategy and competitive advantage. In this vein, scholars have called for specific research efforts to better understand how the use of digital, online and offline distribution channels could lead to sustainable competitive advantage. Based on the dynamic capability and IT capability literature, this essay aims to contribute to this body of knowledge by first conceptualizing a new IT capability named multichannel capability that is “the ability of an organization to effectively integrate and manage multiple dist…
abstract: Internet, Web 2.0 and digital and mobile technologies have fundamentally changed the way firms perform, conceive, develop and deliver services, leading to the development of personalized relationships with customers, increasing quality, improving lead time, and enabling more customization at a lower cost. These channel proliferation has increased the complexity of firms’ operations because it opens up new customer contact points. In today's rapidly changing environment, firms need to diversify, adapt, and even reinvent themselves to match evolving market and technological conditions and to turn themselves into multichannel organizations. The multichannel model may generate more sales and profit when channel benefits are well identified and integrated to provide service transactions across channels. Thus, the success of multichannel service bases on how companies capitalize optimizes digital touch points to interact with consumers. The goal of this dissertation is to further develop our understanding of the impact of digital channels on multichannel attribution and devise effective multichannel strategies that increase synergy effects to reach consumers across channels. In the first paper, I examined how managing seamless service transactions across channels impact competitive advantage. A great amount of literature has focused on multichannel distribution strategies but there is a little theory or systematic research on the relationship between multichannel strategy and competitive advantage. In this vein, scholars have called for specific research efforts to better understand how the use of digital, online and offline distribution channels could lead to sustainable competitive advantage. Based on the dynamic capability and IT capability literature, this essay aims to contribute to this body of knowledge by first conceptualizing a new IT capability named multichannel capability that is “the ability of an organization to effectively integrate and manage multiple dist…
author: FLOREDDU, PAOLA BARBARA
language: ita
keywords: IT, dynamic capabilities, multichannel strategies, social media, Settore SECS-P/08 - Economia e Gestione delle Imprese
date published: 2014-06-16
date modified: 2026-07-24T01:30:09Z
provider: Università di Cagliari
publisher: Networked Digital Library of Theses and Dissertations
type: WebPage
source organization: Università degli Studi di Cagliari

PropertyValue
property ID: Handle
value: http://hdl.handle.net/11584/266543