Authors: M. Sann, ORCID ID 0000-0002-8703-0047, Hochschule Worms, Germany, Prof. Dr. P. Siegfried, Ph.D./MBA
ORCID ID 0000-0001-6783-4518, ISM International School of Management GmbH, Frankfurt, Germany.
Annotation: Both retail stores and online pure player are in a state of flux as a result of increasing digitalization and the influence of
dynamically changing trends. In particular, an adaptive behavior to the present developments is required from the furniture industry. The information age poses new challenges for retail companies. Due to the intensification of the market and the competitive landscapes and the changes in consumer behavior with regard to the required merging of purchasing channels, a rethinking is required and necessary.
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