5. OVERALL CONCLUSION AND RECOMMENDATIONS
5.4. R ECOMMENDATIONS FOR F URTHER R ESEARCH
The theoretical framework focusses on the explanation of trends and digital technologies. It was out of the scope of the thesis to look at further literature from other industries and derive what already has been found regarding the impact on channels, cost structures and revenue streams. The newly generated implications should be further validated and more research should be conducted in the field of study.
To be able to develop a holistic overview about the entire retail industry considering the topic, the sampling was selected in a very broad way, aiming to include as many different retail industries as possible. Especially in context of revenue streams the findings have shown that the sampling does not allow a generalization of the implications for the entire retail industry. Further research should be conducted with samples of companies all belonging to the same industry to further elaborate how revenue streams in the future will change.
While this research focussed purely on the opinions of experts working in the retail industry, the findings should be further validated with quantitative research with potential customers. Furthermore, differences in generations should be taken into
account. Experts often emphasize that especially the younger generation is much more technology driven and has a complete different expectations to retailers business models. Thus, further research would be useful under the aspect of different generations to validate the collected data.
Taken all together, there is still much space for further research particularly in this field of study. The retail industry in general is facing an uncertain future as customers are acting increasingly unpredictable. This behaviour in context with digital transformation forces retailers to constantly reinvent themselves to stay competitive.
And as live-cycles of technologies are shortening more and more, new technologies are flooding the market every day. The same study with same group of experts could potentially produce a completely different findings a few months down the road.
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