Rina hansen

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Omnichannel and the Theory of Profit

eTail Nordic Rina Hansen Key Speaker

Come and hear about omnichannel and the theory of profit tomorrow at the eTail Nordic conference. I’ll speak about the 3 value drivers in Makadok’s theory of profit and how these 3 value drivers can be translated into an omnichannel operation – meaning the theory of profit will be operationalized and exemplified as the vital steps toward […]

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Hummel’s Digital Transformation Toward Omnichannel Retailing

Hummel's transformation from B2B to B2C

Sia Siew Kien and I have published our research on hummel’s transformation from being a traditional B2B supplier for 90 years to now also including B2C marketing and retail.   The paper addresses the issue of how the Internet, mobile devices and social media have revolutionized the retail customer experience, enabling customers to research and shop […]

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Toward a Digital Strategy for Omnichannel Retailing

Dr Rina Hansen at CBS

On Tuesday the 2nd of June 2015 I was awarded a PhD for my thesis Toward a Digital Strategy for Omnichannel Retailing. Yeah! It was a beautiful and festive end to 3 years of research at Copenhagen Business School and at hummel. The transition from multichannel to omnichannel retailing implies a fundamental shift in the […]

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Ph.D. papers on fashion ecommerce and multichannel

Skærmbillede 2013-09-06 kl. 11.25.04

I now proudly announce that my paper on luxury fashion ecommerce and multichannel has been published in the Journal of Theoretical and Applied Electronic Commerce Research (JTAER). You can see it or download it at http://www.jtaer.com It is a study that I have worked on since 2002 (yes for 11 years!) which includes interviews with […]

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