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NTU Management Review Vol. 34 No. 3 Dec. 2024

Tightening collaboration among actors Böttcher et al., 2021
Macro Level (Ecosystem) bigger ecosystem Sharma, Luthra, Joshi, and Kumar, 2021
Palmié et al., 2022
from different ecosystem to create a
Pereira and Frazzon, 2021
Facilitating an Ecosystem creation by
establishing collaboration platforms

Cakir, Iftikhar, Bielozorov, Pourzolfaghar, and
Enabling employees to work more Helfert, 2021
Reinartz et al., 2019
efficiently Audrin, 2020 Kao and Chueh, 2022
Gupta and Ramachandran, 2021
Krymov et al., 2019
Gustafsson, Jonsson,
and Holmström, 2019
Reinartz et al.,
Aggregate Levels Meso Level (Organizational) Facilitating a more flexible organization Ishfaq et al., 2022 Kamble et al., 2019
2019
to provide customer value
Papanagnou et al.,
Mujianto et al., 2022
2022
Gouveia and Mamede,
2022
Riegger, Klein, Merfeld,
Enabling a new business processes in the
and Henkel, 2021
retail
Reinartz et al., 2019
Reinartz et al., 2019
Krymov et al., 2019 Fletcher and Griffiths, 2020
Kao and Chueh, 2022 Bärsch et al., 2019
Cakir et al., 2021
Micro Level (Individual) Enhancing customer experience and Hauser, Günther, Flath, and Thiesse, 2019
Jiang and Stylos, 2021
Facilitating and Easing Customer Decision
Pizzi, Scarpi, Pichierri, and
Hilken et al., 2018
Vannucci, 2019
Ovani and
Meyer et al., 2018
Windasari, 2022
engagement
Iqbal, Hassan, and Habibah, 2018
New Direction of Customer Brand
Grewal et al., Pereira et al.,
Relationship Djelassi, Diallo, and Zielke, 2018 Hoyer et al., 2020
2020 2022
Impacts Technological Artifact
Internet and Platform Digital Reality AI and Robotics
Internet of Things Self Service and KiosK General Technology

Figure 2 Prior Literature on the Retail Digital Transformation

On the other hand, retailers can also collaborate and gather with different actors and
strengthen connectivity in the network (Böttcher et al., 2021). Retail digital transformation
impacts the existing supply chain structures and integrates responsiveness into the new

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