engleski

Opportunities and Threats of Digitalization in Trade in Croatia from the Managers Standpoint: Results of a Primary Research

Digital transition in retail intensified in last two decades. Change in consumer behavior motivated a large number of retailers to implement a wide range of digital technologies into their everyday business processes. Growth of e-commerce brought new challenges for managers in retail and accelerated digital transition processes in the industry. When planning omnichannel strategies, retail managers have to take into consideration employees as an important driver of digital transition success. The aim of the paper is to emphasize and explain the role and position of employees in digital transition processes. The paper is based on a primary research results. The research is done on a sample of large retail chains managers in Croatia. The research gives a deep insight into the topic as the primary research was done in the form of in-field semi-structured face-to-face interviews.

Croatia, digitalization, retail sector, managers, digital transformation

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