This assignment requires students to analyse a case relevant to the changes being experienced in the retail industry as a result of online digital services.
Mathew, J., Dey, B., & Puri, S. (2018). Brand W: Strategizing for Omni-Channel retail. Ivey Publishing.
- Review readings from unit 1.
- Thoroughly read the case. It is recommended that you read 2-3 times.
- Prepare a 5-page report (12-point font, double spaced not
including the title page or reference page), that addresses the
- Why might an omnichannel strategy be the most appropriate for Brand W? What are the benefits and risks of pursuing this strategy?
- What are the critical digital and technical capabilities the company needs to consider in its pursuit of an omnichannel strategy?