Implementing self-service technologies: not without competition!
International Journal of Retail & Distribution Management
ISSN: 0959-0552
Article publication date: 8 January 2020
Issue publication date: 29 January 2020
Abstract
Purpose
The purpose of this paper is to explore the implementation of self-service technologies (SST) in two competitors and unravel the process of change in two related setups, offering a comparison as well as an association of cases.
Design/methodology/approach
The paper is based on two extensive case studies of SST adoption by leading retailers in a Western European country. The analysis is based on a material-discursive approach using Greimas actantial model to identify actors’ roles in the implementation process.
Findings
Results highlight the key role of technology and organizational identity as legitimizers of the change process. The findings also emphasize the role of competition in justifying change.
Research limitations/implications
Due to the specific situation of the market in the country of study (both retailers share 70 percent of the grocery market), this research offers a textbook example of the role of competition in technological change. This helps to understand the role of competition in technological change.
Originality/value
This study explores the implementation of SST in two competitors and unravels the process of change in two related setups, offering a comparison as well as an association of cases.
Keywords
Citation
Audrin, B. (2020), "Implementing self-service technologies: not without competition!", International Journal of Retail & Distribution Management, Vol. 48 No. 2, pp. 169-185. https://doi.org/10.1108/IJRDM-09-2018-0193
Publisher
:Emerald Publishing Limited
Copyright © 2019, Emerald Publishing Limited