From multi channel retailing to omni-channel retailing: How retailers compete through providing consumer shopping value in Vietnam

The paper adopts traits of Vietnam retail markets to adjust the model formed by Hue to explain components of omnichannel shopping experience apporiate to retailers in Vietnam. The model is built on the nature of omnichannel retailing strategy, the nature of omnichannel shopping experience, and adds dominantly emerging forms of each channel.
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From multi channel retailing to omni-channel retailing: How retailers compete through providing consumer shopping value in Vietnam