No abstract

No abstract

No abstract

The digitalization of the retail industry is a disruptive innovation process that threatens the very existence of Local Owner Operated Retail Outlets (LOOROs). Despite the manifold digital options to regain competitive power, LOOROs struggle in their digital transformation and persist often in their traditional business behavior. As their customers get more and more used to buying via digital channels, they more and more expect the provision of digital services. This paper and the presented study aim to understand why the LOOROs are so hesitant. Our results show that the owners of LOOROs are often decoupled from their near and far business environment. This leads to a wrong selfassessment and implies the risk that the services provided do neither match the competitive environment nor customer expectations.

Local Owner Operated Retail Outlets (LOOROs) are threatened in their very existence by the digitalization pressure from online and offline competitors on the one hand and by changing shopping habits of their customers on the other. Despite all digitally-enabled opportunities to regain competitive power, LOOROs still hesitate to adopt digital tools and applications. Politicians, city managers and retail lobbies seek for triggers to support the local structures and to push the digitalization efforts of local retailers. Building on Andreoni´s "Carrot-and-Stick Approach", this study examines the impact of the availability of resources (carrot) and the perception of pressure (stick) on the use of digital applications among 223 owners of LOOROs from 26 cities in Germany. Our findings show that LOOROs are receptive for "Carrot-and-Stick". LOOROs seek for orientation while suffering under a shortage of time and capacities and seem to be disconnected from the development of their competitors and their customers.