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origins of omnichannel retailing

Definitions/origins of omnichannel retailing:

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  • Possible references: The Harvard Business Review article is a great place to start.

Morse, G. (2011). Retail Isn’t Broken. Stores Are. Harvard Business Review, 89(12), 78-82.


Bernstein, F. , Song, J. , & Zheng, X. (2008). “bricks-and-mortar” vs. “clicks-and-mortar”: An equilibrium analysis. European Journal of Operational 

Research,187(3), 671-690.


Brynjolfsson, E. , Hu, Y. , & Rahman, M. (2013). Competing in the age of omnichannel retailing. Mit Sloan Management Review, 54(4), 23-29.


Current issues in omnichannel retailing:

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Bell, D. , Gallia, S. , & Moreno, A. (2014). How to win in an omnichannel world. Mit Sloan Management Review56(1), 45.


Herhausen, D. , Binder, J. , Schoegel, M. , & Herrmann, A. (2015). Integrating bricks with clicks: Retailer-level and channel-level outcomes of online-offline channel integration. Journal of Retailing91(2), 309-325.


Reinartz, W. , Dellaert, B. , Krafft, M. , Kumar, V. , & Varadarajan, R. (2011). Retailing innovations in a globalizing retail market environment. Journal of Retailing, 87, S53-S66.


Future of omnichannel retailing:

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Rigby, D., 2011. The Future of Shopping. Harvard Business Review, [online] Available at:<>


Balasescu, M. (2013). The influence of innovations and technology on the future of retail. Bulletin of the Transilvania University of Brasov. Economic Sciences. Series V6(2), 9-14.



Demko-Rihter, J. , & Halle, I. (2015). Revival of high street retailing – the added value of shopping apps. Amfiteatru Economic, 17(39), 632-645.





Literature Review (8-9 pages, you can use your key concepts as the title)

  • E-Commerce Strategies  (a word, phrase, or sentence)

o   I. Why E-Commerce adoption? Specific content (2-3 sentences only)

  • Definition of E-Commerce is stated as the “inter-company and intra-company (marketing, finance, manufacturing, selling and negotiation)” logistics that allow commerce to take place with a computer device through EDI & other telecommunication interaction.
  • The advent of internet technology in 1990s brought upon a magnitude of change in the world of commerce. Many innovators sought the positives of electronic commerce adoption, such as the ease and speed of efficiently communicating a vast amount of data. Thus this new form of communication phenomenon was adopted by businesses to broaden their commercial ventures and provide them competitive advantage. (Doherty & Ellis-Chadwick)



o   II. What factors have contributed to the adoption of e-commerce for retail strategies? Specific content (2-3 sentences only)

  • Strategic opportunity to organize and expand business opportunities with suppliers and consumers (Shen, L., 2003)
  • For the purpose of procuring an efficient Supply Chain Management in the market of U.S. apparel companies and to respond to the innovative demand (Shen, L., 2003)
  • Ease of global connectivity through low-cost electronic data interchange (Shen, 2003; Doherty & Ellis-Chadwick, 2006)
  • Improved performance level in small-medium sized enterprises, including apparel firms (Abebe, 2014).

        What factors contributed non-adoption?

  • Barriers to point of entry such as fulfillment and security issues (Nikolaeva, 2006; Worzala et al, 2002)
  • Uncertainty to profitability/risky (Nikolaeva, 2006)


o   III. Current/Future of E-Commerce Specific content (2-3 sentences only)

  • Current successful E-Commerce apparel retailer: Alibaba’s online development (Han et al, 2015)
  • There is a strong likelihood of positive future projections of electronic commerce adoption in the retail industries.   The study by Worzala et al. (2002) shows varying viewpoints on how e-commerce is currently influencing retail strategies and will impact the traditional retail stores to merge with the Internet.  It is noted that larger retailers in the U.S. and U.K. are also adopting web sites—e-commerce strategies—along with physical stores.  Doherty and Chadwick (2003) have also shed light on the future outlook for electronic commerce.
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