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This assignment requires students to analyse a case relevant to the changes being experienced in the retail industry as a result of online digital services.
Mathew, J., Dey, B., & Puri, S. (2018). Brand W: Strategizing for Omni-Channel retail. Ivey Publishing.
a. Why might an omnichannel strategy be the most appropriate for Brand W? What are the benefits and risks of pursuing this strategy?
b. What are the critical digital and technical capabilities the company needs to consider in its pursuit of an omnichannel strategy?
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