Mash It Up! Exploring the Phenomenon of Retail Mash-Up and the Survival of the Physical Retail Place in a Digitalised World
Forces such as globalisation, digitalisation and changes in consumer behaviour have led to a discussion among practitioners as well as scholars whether the physical retail place will stay relevant or even exist in the future. One way for brick-and-mortar retailers to stay competitive is to adopt new and innovative business models and formats, alongside a focus on the customer experience and how to