KOREASCHOLAR

With the development of internet and communication technologies, diversification of consumer needs, and intensifying competition, omnichannel is spotlighted among retailers as one of the breakthroughs to survive. Particularly, among scholars and practitioners, cross channel integration (CCI) has been pointed out as a key concept to achieve success in omnichannel, and several successful cases of retailers and strategies implemented under CCI are reported. Nevertheless, due to the wide scope and complexity of CCI, as well as the substantial cost and long-term perspective required for its investment, CCI involves a high level of uncertainty and complicated decision-making. Thus, most retailers are still struggling in achieving the level of CCI that their consumers desire.

• Geunho Baek(Keio University, Japan)