Adam Smith Business School

Dr Iain Davies, University of Strathclyde

'Investigating the Sustainability Implication of Omni-Channel Retailing: A Mixed Methods Journey' (Co-authored by S. Milligan, B. Yalabik, M. Celik)
Tuesday 15 March, 12 pm – 1.30 pm 
Zoom online seminar

Register at business-school-research@glasgow.ac.uk

Abstract 

Drawing on a 4-year BAM funded project into understanding the sustainability implications of the movement towards omni-channel retailing, we investigate not only the findings of the project but also the difficulty of publishing extensive mixed-methods research in management journals. Drawing on a unique dataset of omni-channel fulfilment activity from a leading global omni-channel retailer, supported by an in-depth qualitative study of the retailer and three further case studies with other omni-channel retailers, this mixed methods study identifies deleterious effects for vehicle fill and total mileage per crate, even when discounting the implications of home delivery. Adopting both structural contingency theory and complex adaptive systems, we are able to identify the magnitude of effect on key sustainability metrics and explore potential solutions to the sustainability impact of omni-channel retailing.  

Biography  

Iain Davies is a Professor of Marketing at the University of Strathclyde, having moved from the University of Bath in 2020. His work revolves around developing markets for sustainability, particularly in the macro-marketing, institutional and business networks fields. He has published widely on emerging sustainable markets phenomena such as fair trade, sustainable food, fashion, and luxury networks. Prior to his academic career, Iain worked in sales and marketing in the fair-trade sector, as a strategy consultant with Accenture and as a legal policy advisor for HMC&E. 

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Further information: Katie Allan-Mackenzie at business-school-research@glasgow.ac.uk   

First published: 1 March 2022