This assignment requires students to analyse a case relevant to the changes being experienced in the retail industry as a result of online digital services.
Mathew, J., Dey, B., & Puri, S. (2018). Brand W: Strategizing for Omni-Channel retail. Ivey Publishing.
Review readings from unit 1.
Thoroughly read the case. It is recommended that you read 2-3 times.
Prepare a 5-page report (12-point font, double spaced not including the title page or reference page), that addresses the following questions:
a. Why might an omnichannel strategy be the most appropriate for Brand W? What are the benefits and risks of pursuing this strategy?
b. What are the critical digital and technical capabilities the company needs to consider in its pursuit of an omnichannel strategy?
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