“…Highly sophisticated technology solutions cannot guarantee adding high value to organizations if an integrated context analysis is not present. The use of technology intelligence methods such as scientific publications, patents, scenarios, portfolios, S-curves, benchmarking, Delphi or roadmapping can provide with sufficient evidence for an appropriate technological approach [Safdari Ranjbar, Tavakoli, 2015]. Moreover, retail managers should be aware of four aspects of technology: e-commerce, data analytics, inter-firm technology functions, and software platforms [Lewrick et al, 2015].…”