A framework of digitalization: Insights based on resource orchestration theory for digital transformation of traditional retailers


  • Huang Qiu Bo School of Modern Service Zhejiang Shuren University, Hangzhou, Zhejiang,310015 China
  • Dong Zi Guang School of Modern Service Zhejiang Shuren University, Hangzhou, Zhejiang,310015 China
  • Jiang Yun Feng Asia Metropolitan University, Johor Bahru,Kuala Lumpur, 81750 Malaysia




digitalization, resource orchestration, digital competitive strategy, traditional retailer


The purpose of this article is to explore how traditional retailers implement overall organization digitalization. A cross-case study based on grounded theory was conducted across four traditional retail enterprise cases, respectively from comprehensive supermarket, department store, brand exclusive chain and home appliance chain. Four digitalization tactics dimensions were obtained: physical resource orchestration, human resource orchestration, organizational structure orchestration and ecological relationship orchestration; two digital competition strategies were distinguished: conservative and offensive strategy. Thereby, based on the resource orchestration theory, a procedural strategy framework was developed, which can be used to guide the implementation of digitalization.


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How to Cite

Bo, H. Q. ., Guang, D. Z. ., & Feng, J. Y. . (2020). A framework of digitalization: Insights based on resource orchestration theory for digital transformation of traditional retailers. International Journal of Management Excellence (ISSN: 2292-1648), 16(1), 2260–2271. https://doi.org/10.17722/ijme.v16i1.1179