Digital and sustainable transformation are increasingly becoming central elements of modern corporate strategies. However, they are often implemented in isolation from one another, meaning that the focus is either on digital innovations or on sustainability goals. The rare simultaneous integration of both approaches points to a deficit in the strategic orientation of many companies. In this context, the concept of ‘twin transformation’ is gaining relevance. This newer approach describes the synergetic linking of digital and sustainable transformation, in which the two processes not only run in parallel but also reinforce each other. This integration creates new potential as digital technologies promote the realisation of sustainability goals and, conversely, sustainability initiatives drive the development and use of digital solutions. This twin transformation is important across all sectors, as it does not require a specific industry and can therefore be applied universally in different areas of a company. The approach therefore offers a forward-looking paradigm with which companies can make a significant contribution to sustainable development. As omnichannel commerce is also subject to many technological developments, it is interesting to find out how this double transformation can be applied within the concept. At the time of the literature research and analyses carried out for both concepts, it was not possible to identify any corresponding works. This raised the question of what content of the twin transformation also applies to omnichannel commerce. These two broad concepts were analysed separately using the aforementioned methodology. In each case, the parameters were recorded and then explained. Thus, a basic and superficial recording of the parameters that can be applied to omnichannel commerce was carried out. The analysis showed that twin transformation in omnichannel commerce can have an impact primarily in terms of transparency and efficiency. The areas of technology, data and processes are strongly represented in both concepts and are critical to success. A specific matching process was carried out for the findings and validated using a focus group by applying the parameters of twin transformation to those of omnichannel commerce in the form of core and support processes and a customer journey. It has been shown that the customer journey primarily achieves economic sustainability, while the processes can address fundamental topics of all sustainability pillars, which form the basis for everything that follows.
Date of Award | 2024 |
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Original language | German (Austria) |
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Supervisor | Andreas Auinger (Supervisor) |
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Twin Transformation im Omnichannel Commerce
Kastenhofer, R. M. (Author). 2024
Student thesis: Master's Thesis