COMPETITIVENESS OF RETAILERS IN THE CONTEXT OF ...

Laplage em Revista (International), vol.7, n. 3B, Sept. - Dec. 2021, p.701-716 ISSN: 2446-6220

COMPETITIVENESS OF RETAILERS IN THE CONTEXT OF

DIGITALIZATION: A LITERATURE REVIEW

INTRODUCTION Trade and specifically retail are among the key industries of the economy and social sphere. The retail sector supplies people with goods and services, creates jobs, facilitates growth in production, agriculture and related industries, attracts foreign investment, contributes to the public budget, influences inflation, facilitates improved social life through the mechanisms of corporate social responsibility and sustainable development (KORNILOVA; KARASHCHUK, 2017; ROZHNOVA et al., 2018; KARASHCHUK et al., 2019; MAYOROVA, 2019; MAYOROVA et al., 2019).

Competitiveness is an important priority for retailers. Traditionally, the analysis of the composition of retailers' competitive advanta-ges used to be focused on factors such as the geography of outlets, prices, quality of goods and services, range, etc. (IVANOV; MAYOROVA, 2015). However, the new context of digitalization and globalization transforms retail and the tools for managing competitiveness. According to N.A. Stefanova and M.V. Reshetova (2020), since the time of the first theoretical studies seen as the classics of economic science, the environment in which the world economic infrastructure is developing has changed. Global megatrends, including digitalization, have a very significant impact on economic development factors. Traditional approaches and methods of work are

changing as new technologies penetrate new industries and areas of life (GNEZDOVA et al., 2019).

V.G. Pichugin (2020) specifies the aspects of economic behavior in the digital economy, which are also true for retail. Such aspects include: missing spatial and temporal affiliation in the digital space; relations between economic agents are marked by spatial indetermination, decentralisation of labor in space and time; changes in classical labor and consumer models create a virtual market of employment and consumption; difficulty of long-term planning due to the rapidly changing needs of the digital market; long-term employment is not guaranteed even for those with qualifications and labor skills; employability is contingent on adapting to the changing needs and on the active adoption of new technology rather than on completed educational paths; legal uncertainty in labor and consumer regulations in the digital economy.

To sustain competitiveness, retailers have to adapt to the new digital reality. It becomes even more relevant amid the rapid spread of digital technology. This article aims to provide a review of published academic research on the competitiveness of retailers in the context of digitalization. Such a review can serve as the foundation for

(1) mapping out the evolution of research into the competitiveness of retailers in the context of digitalization

(2) identifying directions of research into the competitiveness of retailers in the context of digitalization, which may hold strong interest for researchers globally.

The findings of this review will make the foundation of further methodological approaches to competitiveness studies in retail in the context of digitalization and will help researchers to substantiate their choice of problems and practitioners to navigate the complicated settings of transformation in competitiveness management resulting from digitalization.

AUTHORSHIP

Elena Aleksandrovna Mayorova

Plekhanov Russian University of Economics, Moscow, Russia.

ORCID: https://orcid.org/0000-0002-7698-5622

E-mail: [email protected]

Svetlana Viktorovna Panasenko




Ibragim Agaevich Ramazanov


ORCID: http://orcid.org/0000-0002-9770-9117


Maisa Emirovna Seyfullaeva




Alexander Fedorovich Nikishin




Tatyana Viktorovna Pankina




Received in: 2021-08-10

Approved in: 2021-09-15

DOI: https://doi.org/10.24115/S2446-6220202173B1615p.701-716

mailto:[email protected]






• 702 Competitiveness of retailers in the context of digitalization: a literature review


INPUT AND METHODOLOGY

Input The input was compiled from published works on retailers' competitiveness in the context of digitalization indexed in the Scopus database as of May 5, 2021. The search query was "TITLE-ABS-KEY (digital* AND retail* AND competit*)" and it was used in two domains of knowledge, specifically, "Business, Management and Accounting" and "Economics, Econometrics and Finance". No limitations were set on the search period. The first query helped to identify 172 published works. After irrelevant pieces were filtered out (those concerning the banking sector, tourism, energy and other industries), the list was whittled down to 112. Relevant published works are found in the database for the period from 2000 to May 5, 2021 (Figure 1). No duplications were found.

Figure 1. Number of published works on the competitiveness of retailers in the context of digitalization

Source: developed by the authors based on data from the Scopus database (https://www.scopus.com) as of May 5, 2021.

The analyzed published works on the competitiveness of retailers in the context of digitalization were primarily authored by researchers from the USA. Researchers from Germany, the UK and China have also contributed significantly to this activity (Figure 2).

Figure 2. Authorship of published works on the competitiveness of retailers in the context of digitalization, by the country of affiliation


https://www.scopus.com/


Elena Mayorova; Svetlana Panasenko; Ibragim Ramazanov; Maisa Seyfullaeva; Alexander Nikishin;Tatyana Pankina • 703


In terms of individual publication activity levels, the most prominent are researchers from Germany, Bollweg, Lars Michael и Weber, Peter currently affiliated with South Westphalia University of Applied Science (Nordrhein-Westfalen), Lackes, Richard of Technische Universität Dortmund (Dortmund) and Siepermann, Markus of HFH Hamburger Fern-Hochschule (Hamburg). They have authored, or co-authored, six articles on the digitalization of local owner operated retail outlets (BOLLWEG et al., 2016, 2018, 2019, 2020a, 2020b; AHLERS et al., 2018).

There are no clear institutional leaders by the number of published works on the competitiveness of retailers in the context of digitalization. The biggest number of published works come from Technische Universität Dortmund (6), Westfälische Wilhelms-Universität Münster (4) and South Westphalia University of Applied Science (4). Others (Fayetteville State University, etc.) appear with 1-3 published works.

87% of the analyzed works in Scopus have not identified the source of funding. The Federal Ministry of Education and Research (Germany), the National Natural Science Foundation of China (China) and the Finnish Funding Agency for Technology and Innovation (Finland) each have provided funding for more than one study.

A majority of works (77%) were published in journals, with an additional 16% presented as conference papers. The remaining 7% of published works come in books, books series and a trade journal. 81 published works (72%) are articles, two, Reviews, 22, conference papers. There is also one book, 4 book chapters, one editorial and one note. Reviews cover the use of knowledge management-based systems in retail (SMITH, 2008) and omni-channel retailing as the future of shopping (SELLING SUCCESS, 2019). The books and chapters were published in 2014-2018 and they cover consumer behavior (CORLEY; VANNOY; CAZIER, 2014; KRÄMER; KALKA, 2016; TUROW, 2017; GLOPPEN; FJUK; CLATWORTHY, 2017; AKTER et al., 2019). The editorial discusses the role of innovation in business networks, including retail networks (YAQUB et al., 2020). The note explores several competition issues that arise at the intersection of online and offline retail distribution (CHAPSAL et al., 2018). The works are in English except for the German-language article on the use of QR codes in retail (SCHRÖDER; KÖNIG, 2017) and the Spanish-language article on the use of blockchain in agri-food supply chain (BORRERO, 2019).

No clear leaders can be identified among journals by the number of published articles on the competitiveness of retailers in the context of digitalization. Special note should be made of the journals International Journal of Retail and Distribution Management (Emerald) with four articles and Emerald Emerging Markets Case Studies (Emerald) and Journal of Retailing And Consumer Services (Elsevier) with three articles each.

In accordance with the selection criteria, all published works belong to the domains of Business, Management and Accounting (104 published works) or Economics, Econometrics and Finance (31 published works). Other domains to which the analyzed articles belong include Computer Science (27), Decision Sciences (21), Engineering (17), Social Sciences (16) and Mathematics, Psychology, Arts and Humanities, Energy, and Medicine.

METHODOLOGY The review of literature on the competitiveness of retailers in the context of digitalization included four stages.

1. Analysis of topical evolution in published works.

The topics of early publications and further evolution in 2000-2021 were analyzed. To set the vector of further research development in the domain of competitiveness of retailers in the context of digitalization, the focus is on the problems emphasized in the most recent published works.

2. Keyword research

In total, the analyzed works contain 389 keywords. A grouping of keywords was conducted to identify the directions of research presenting the strongest interest for researchers when it concerns the competitiveness of retailers in the context of digitalization.



3. Citation analysis

The total citation count for the analyzed works is 1,476 beginning from 2003. Change is analyzed over time (including and excluding self-citations) and the trend is determined using a regression equation. The works are further ranked from the most-cited to the least cited (including self-citations and book citations), the most impactful works are determined.

4. Content analysis of the most-cited published works

20 most impactful works were identified, accounting for more than 80% of all citations, and for these works, content analysis was conducted. It helped to identify several areas presenting the strongest interest in studying the competitiveness of retailers in the context of digitalization.

RESULTS The first published work dates back to 2000. B. Rao (2000) points out that retailers' world will have to contend with new technological developments that will revolutionize retailing. To be competitive in the new context, retailers should focus on building competences in three areas: data warehousing and mining, knowledge management, and real-time customization and personalization of services and content across physical and digital space. Later on, research focused on the possibilities for online retailers to use the Internet to create consumer value (BEVAN; MURPHY, 2001), the use of a new ordering system as a source of competitive advantage in the era of digitalization (OGAWA, 2002), the use of CRM systems for online retailing (WILCOX; GURǍU, 2003). E. Brynjolfsson, Y.J. Hu & M.D. Smith (2003) showed that increased product variety made available through electronic markets can be a large source of consumer surplus gains.

In 2004-2010, only a few works were published, and those concerned various aspects of retailers' operation in the context of the wide adoption of the Internet (GRAHAM; HARDAKER, 2007; GHOSE; MUKHOPADHYAY; RAJAN, 2007; BOCK; LEE; LI, 2007; SMITH, 2008). R. Nikolaeva (2007) tested the survival determinants in e-commerce. L. Liu, J. Lu, X. Yang (2008) demonstrated that E-business is not merely a kind of technology, but a kind of business model which signifies the transformation of enterprises management. In 2008, an article was published on the implications and potential of the adoption of RFID systems.

Judging by the number of publications, consistent research interest in the competitiveness of retailers in the context of digitalization only emerged by 2011. Various aspects were brought up in research, including marketing and branding (ZILIANI; IEVA, 2015; CORLEY; VANNOY; CAZIER, 2014; CHEN; MATHEWS, 2013; DONNELLY et al., 2012; CAGLE, 2011), in-store innovations and digitalization of brick-and-mortar retailers (TRAPPEY; TRAPPEY; MULAOMEROVIC, 2016; ERTEKIN; PELTON, 2015; BUTTÀ; PEZZOLI, 2014), pricing models and strategies (KRÄMER; KALKA, 2016; LI; HE; SHI, 2014; GÜMÜŞ et al., 2013), specific digital aspects of legal problems (HUNT, 2015; GENG; LEE, 2013; VERNIK; PUROHIT; DESAI, 2011). Specific analyzed technologies included, for instance, payment systems (POLASIK et al., 2013), bar codes (WATSON, 2011).

The number of published works began to grow rapidly in 2017. Back then, numerous studies began to emerge concerning consumers and consumer behavior (BETZING; KURTZ; BECKER, 2020; BARANN et al., 2020; ALFIAN et al., 2019; IYER; DAVARI; MUKHERJEE, 2018; FAULDS et al., 2018; REYES-MERCADO et al., 2017), supply chains (MADZIMURE; MAFINI; DHURUP, 2020; GAWANKAR; GUNASEKARAN; KAMBLE, 2020; BORRERO, 2019; CHEN; LIU; LI, 2019) and omni-channel retail (SELLING SUCCESS, 2019; SAVASTANO et al., 2019; AKTER et al, 2019). This brought the first studies on the use of artificial intelligence in retail (ELGEZERY; AWNY, 2020), crypto-payments (JONKER, 2019), blockchain technology (BORRERO, 2019), big data (GAWANKAR; GUNASEKARAN; KAMBLE, 2020), Internet of Things (SHAH; VERVERI, 2018). The concept of smart retailing began to develop (PANTANO; PRIPORAS; DENNIS, 2018).

As of May 5, 2021, seven published works for the current year have been uploaded to the Scopus base. Malenkov, Y., et al. (2021) discuss strategic aspects of retail transformation in the context of digitalization and propose a system model of digital technologies' impact on retail chain stores' transformation under superdriver’s actions. Three superdrivers are specified in the model, such as: global digitalization, strategic sustainability, and transformation of the



system-structural characteristics. The first superdriver (global digitalization) comprises the most important technologies and directions of development, such as: big data and clouding computing, digital neural networks, artificial intelligence systems, digital neuromarketing, and new digital business models.

The most recent research focuses on online retail, the impact of digitalization on offline retail and information support of retail. Y. Li, B. Li, W. Zheng, X. Chen (2021) considered the pricing problem in a dual-channel supply chain with an online retailer and a manufacturer that owns an offline direct sales store. S. Gavrila Gavrila, A. de Lucas Ancillo (2021) analyzed potential E-receipt applications to the offline retail market. Other discussed topics include the benefits of the Internet of Things for retailers (KHAN; TARIQ, 2021), predicting remaining time on site for e-commerce users (KAO et al., 2021), information standards in retail (HÄNNINEN; LUOMA; MITRONEN, 2021), the terms of the consumer-firm data exchange (KRAFFT et al., 2021).

In total, the analyzed works contain 389 keywords. The high frequency of keywords relating to digitalization, retail and competitiveness is obvious taking into account the search query. Further grouping helps to identify the most popular areas of studies on the competitiveness of retailers in the context of digitalization (Table 1).

Table 1. Grouping of keywords in published works on the competitiveness of retailers in the context of digitalization

Group of keywords Frequency Examples

Digital/electronic 51 Digital environment, digital transformation, electronic commerce, etc. Retail 44 Retailing, retail, retail industry, etc.

Business management 37 Business model, business performance, strategic planning, etc. Customers and sales 33 Consumer behavior, customer satisfaction, sales, etc.

Competition 31 Competition, competitive advantage, competitive strategy, etc. Internet/online 28 Online retail, online platforms, internet, etc.

Marketing and branding 21 Marketing, international marketing, brand owners, etc. Brick-and-mortar retail 17 Brick and mortar, brick-and-mortar retail, in-store technology, etc.

Smart retail and smart technologies

15 Smart retailing, blockchain, artificial intelligence, etc.

Research methods 14 Regression analysis, predictive analytics, surveys, etc. Supply chains 12 Supply chains, supply chain management, supply chain performance, etc. Price 11 Price, pricing, price strategy, etc.

Information 10 Information use, information systems, information management

Other <10 Innovation, costs, banking, piracy, manufacture, etc.


The first citations of the analyzed published works on the competitiveness of retailers in the context of digitalization date back to 2003. A linear growth trend for the total count had been observed till 2016 before a rapid acceleration, particularly in recent years (Figure 3).

Figure 3. Citations of works on the competitiveness of retailers in the context of digitalization






Table 2 represents published works on the competitiveness of retailers in the context of digitalization by citations in descending order. The total citation count is 1,476.

Table 2. Citations of works on the competitiveness of retailers in the context of digitalization

No. Title Citations

Number Share

1 Consumer surplus in the digital economy: Estimating the value of increased product variety at online booksellers (BRYNJOLFSSON; HU; SMITH, 2003)

589 39.9

2 Competitive strategies for brick-and-mortar stores to counter "showrooming" (MEHRA; KUMAR; RAJU, 2018)

73 4.9

3 The aisles have eyes: How retailers track your shopping, strip your privacy, and define your power (TUROW, 2017)

45 3.0

4 The impact of Internet referral services on a supply chain (GHOSE; MUKHOPADHYAY; RAJAN, 2007)

45 3.0

5 Music downloads and the flip side of digital rights management (VERNIK; PUROHIT; DESAI, 2011)

41 2.8

6 The impact of digital transformation on the retailing value chain (REINARTZ; WIEGAND; IMSCHLOSS, 2019)

37 2.5

7 Shipping fees or shipping free? a tale of two price partitioning strategies in online retailing (GÜMÜŞ et al., 2013)

37 2.5

8 Digitalization in retailing: multi-sided platforms as drivers of industry (HÄNNINEN; SMEDLUND; MITRONEN, 2018).

33 2.2

9 B2C smart retailing: A consumer-focused value-based analysis of interactions and synergies (VRONTIS; THRASSOU; AMIRKHANPOUR, 2017)

32 2.2

10 Price comparison and price dispersion: Products and retailers at different internet maturity stages (BOCK; LEE; LI, 2007)

32 2.2

11 The mobile shopping revolution: Redefining the consumer decision process (FAULDS et al., 2018)

31 2.1

12 A new approach to retailing for successful competition in the new smart scenario (PANTANO; PRIPORAS; DENNIS, 2018)

29 2.0

13 The nature of value created by UK online grocery retailers (BEVAN; MURPHY, 2001)

23 1.6

14 Technology adoption for the integration of online–offline purchasing: Omnichannel strategies in the retail environment (SAVASTANO et al, 2019)

22 1.5

15 Gaming the system: Fake online reviews v. consumer law (HUNT, 2015) 21 1.4 16 A study on investments in the big data-driven supply chain, performance measures

and organisational performance in Indian retail 4.0 context (GAWANKAR; GUNASEKARAN; KAMBLE, 2020)

20 1.4

17 Competing with piracy: A multichannel sequential search approach (GENG; LEE, 2013)

20 1.4

18 Investigating the effectiveness of retailers’ mobile applications in determining customer satisfaction and repatronage intentions? A congruency perspective (IYER; DAVARI; MUKHERJEE, 2018).

18 1.2

19 Modernizing retail grocery business via knowledge management-based systems (SMITH, 2008)

18 1.2

20 The dynamic nature of survival determinants in e-commerce (NIKOLAEVA, 2007) 16 1.1 21 Business modelling with UML: The implementation of CRM systems for online

retailing (WILCOX; GURǍU, 2003) 16 1.1

22 Customer behavior analysis using real-time data processing: A case study of digital signage-based online stores (ALFIAN et al., 2019).

15 1.0

23 Creating isolating mechanisms through digital servitization: The case of Covirán (SÁNCHEZ-MONTESINOS et al., 2018)

15 1.0

… Other < 15 < 1 In total 1,476 100


Notably, almost 40% of all citations relate to one published work, Consumer surplus in the digital economy: Estimating the value of increased product variety at online booksellers (BRYNJOLFSSON; HU; SMITH, 2003). Four published works (out of 112) generate more than 50% citations, while 20 published works (i.e., 17.9%), more than 80% citations (Figure 4).




Figure 4. Distribution of published works by the citation count


Content analysis of the most-cited published works was used to identify several areas generating the strongest research interest in studying the competitiveness of retailers in the context of digitalization. Such areas include:

(1) consumers (aspects of consumer value creation based on digital technology, consumer behavior in the context of digitalization, etc.);

(2) supply chains (aspects of information support in supply chains, supply chain transformation in the age of the Internet of Things, big data analysis, etc.);

(3) smart retailing (aspects of the development of the framework of smart retailing, its essence and techniques, etc.);

(4) digital rights (aspects of the digital goods market, online piracy, information reliability, etc.);

(5) interaction of online and offline retail (aspects of development of omni-channel sales, the use of digital tools in offline retail, etc.).

DISCUSSION

Evolution of research into the competitiveness of retailers in the context of digitalization While the first studies concerning the impact of digital technology on the competitiveness of retailers date back to 2000, the topic only took off rapidly beginning in 2017, as can be seen from both the number of published works and citations.

A review of literature on the subject helps to identify four stages.

1) 2000-2003

This period was marked by the new interest in the problem of enhancing the competitiveness of retailers in the context of digitalization, with researchers stating that the development of digital technology would revolutionize retail. Aspects of e-commerce and specifically online retail came to the foreground, as well as the opportunities of automation of basic business processes.

2) 2004-2010




The scarce research conducted during this period primarily focused on the impact of the Internet on retail. Meanwhile, e-commerce came to be addressed as a specific business model of its own.

3) 2011-2016

Beginning from 2011, an established steady interest can be observed in the problem of enhancing the competitiveness of retailers in the context of digitalization. A new active chapter of research emerged concerning the wide adoption of digital marketing, the use of digital technology by brick-and-mortar retailers, mobile technology, digital law, pricing in e-commerce, etc.

4) 2017-2021

This period was marked by soaring global research interest in the problem of competitiveness of retailers in the context of digitalization. The most popular topics were consumer behavior, supply chain management and the concept of omni-channel sales. First studies emerged covering the use of artificial intelligence in retail, crypto-payments, blockchain technology, big data, Internet of Things, the framework of smart retailing began to develop.

Promising directions of research into the competitiveness of retailers in the context of

digitalization Several directions of research can be identified in the area of competitiveness of retailers in the context of digitalization, which are the most relevant at present and inspire the strongest interest among the research community.

The first is the problems of consumer behavior in the context of digitalization and opportunities for consumer value creation through the use of digital technology. With advanced technological opportunities and a wide choice of sellers at their disposal, modern consumers prefer the most convenient shopping to save them time and cost. In this respect, omni-channel sales gain special relevance as they serve to integrate disparate channels of customer interaction into a single system of continuous communication. In particular, mobile technology helps modern retailers to actively influence consumers' decision-making instead of focusing solely on the outcomes (FAULDS et al., 2018). Another related problem is the phenomenon of showrooming meaning “shoppers go to the physical stores to gather in-depth product information, and later on, decide to buy the product from online retail competitors” (BATTISTI; BREM, 2020).

In terms of consumer behavior, quite meaningful for retailers are the opportunities to enhance competitiveness immediately in-store via the analysis of buyers' flows and purchasing decision-making, etc. to create a shopping experience. This would require a new approach to traditional marketing tools, as can be found, for example, in C. Ziliani, M. Ieva (2015) analyzing the evolution of promotional flyers to digital flyers. Current studies of the impact of shopping experience on retailers' financial benefits are mixed and also call for further development (ROSENBAUM; OTALORA; RAMÍREZ, 2016).

Another important direction of studies concerning the competitiveness of retailers in the context of digitalization relates to the problems of supply chain transformation. Modern technology transforms the system of interaction and information support in the supply process, enhancing its efficiency and transparency (EFIMOVA; ROZHNOVA, 2019) and easing the way to mass customization (GNEZDOVA et al., 2019).

The third current problem for modern researchers is the development of the framework of smart retailing. Smart technologies, including artificial intelligence, machine learning, the Internet of Things, etc., transform the modern retail industry and lay the ground for disruptive change both in consumer interactions and supply chain development. J.V. Gnezdova et al. (2019) argue that big data, artificial intelligence and other solutions enabled by digital technology affect 50% of the global economy. The adoption and effective use of smart technology lay the foundation for developing competitive advantages of retailers in the context of digitalization.

Where it concerns competitiveness management of retailers in the context of digitalization, another important problem to keep in mind is digital rights. The advancement of the digital



environment has brought about the problem of online piracy and reliability of information published on the web, particularly relating to goods, companies, and therefore, there is the issue of protection of business reputation on the Internet and the need emerged for the development and enhancement of the regulatory foundation of the digital goods market. Alongside the refinement of legal regulation, there is also the need for enhancement of the legal culture of the participants of innovation activities in the area of digitalization (PANASENKO et al., 2021). Some legal problems stretch outside the domains analyzed in this article but they are important for managing the competitiveness of retailers.

Limitations The limitations of this article are primarily associated with the input. Only published works indexed in the Scopus base are analyzed. Scopus indexation is viewed as an assurance of high research quality and strong academic profile of the published works. However, relevant research not included in the Scopus base was out of consideration for this review. Moreover, some relevant published works could be omitted from the sample. For example, the search query "TITLE-ABS-KEY (digital* AND retail* AND competit*)" returned works containing the words "competitive", "competitiveness", "competitor", "competition", but not "to compete."

Second, the review in this article is outlined on the global scale without specifications of regional aspects. The competitiveness of retailers and possibilities to enhance it through the adoption of digital technology is influenced by the development of digitalization in the region. E. g., the digitalization of retail in the Russian Federation occurs amid a decline of innovation activity and lower spending on innovation, but the state's strong engagement in economic, information and trade globalization facilitates the advancement of retail chains in open innovation, which is potentially beneficial for the efficiency of digitalization programs and overall competitiveness of retailers (RAMAZANOV et al, 2021). Digitalisation in grocery retailing in Germany occurs amid a changing environment due to globalisation and an ageing society (PIROTH; RÜGER-MUCK; BRUWER, 2020). Further research is needed into managing competitiveness in retail with a focus on the variance of technological profile between regions.

CONCLUSION A review of literature helped to map out the evolution of research into the competitiveness of retailers in the context of digitalization. The first studies focused on the principal possibilities and benefits of e-commerce and business process automation in retail. Then, after e-commerce was acknowledged as a business model of its own, the operations of online retailers became a new focus. Beginning from 2011, an established steady interest can be observed in the discussed problem, with a significant extension of the scope of studies, specifically, where it concerns the use of digital marketing, digital law, mobile technology and adoption of digital technology by brick-and-mortar retailers, etc. Finally, 2017 is the beginning of the modern stage marked by soaring global research interest in the problem of competitiveness of retailers in the context of digitalization, specifically concerning consumer behavior, omni-channel sales, supply chain management and smart retailing.

Today, the most relevant and promising directions of research into the competitiveness of retailers in the context of digitalization are the following:

1) problems of consumer behavior (both in the online and offline environment), specifically, amid the advance of omni-channel sales;

2) problems of transformation and enhancement of supply chains through the use of digital technology, primarily, where it concerns the improvement of information support for supply chain participants;

3) problems of development of smart retailing (both the basic framework and practical aspects of adoption of specific smart technologies by retailers);

4) problems of digital rights, implying the focus on rights protection both for retailers and consumers.

The findings are useful for researchers in the development of further methodological approaches to analyzing the competitiveness of retailers in the context of digitalization. They can also help researchers to make more justified choices of research problems. The material



can help practitioners to set the directions and tools of transformation of competitiveness for retailers in the current context of change resulting from digitalization.

ACKNOWLEDGMENT This work was supported by Governmental contract with the Ministry of Science and Higher Education of the Russian Federation: FSSW-2020-0009, Development of methodology of competitiveness management in the sphere of stock movement under conditions of digital economy.

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Competitiveness of retailers in the context of digitalization: a literature review

Competitividade dos varejistas no contexto da digitalização: uma revisão da literatura

Competitividad de los minoristas en el contexto de la digitalización: una revisión de la literatura

Resumo Abstract Resumen Este artigo tem como objetivo fazer uma revisão das pesquisas acadêmicas publicadas sobre a competitividade dos varejistas no contexto da digitalização. A entrada foi originada de trabalhos publicados indexados na base do Scopus para 2000-2020. A análise foi realizada em quatro etapas: tendências atuais; pesquisa de palavras-chave; análise de citação; análise de conteúdo dos trabalhos publicados mais citados. Os achados ajudaram a acompanhar a evolução da pesquisa no domínio analisado e identificar quatro estágios (2000-2003, 2004-2010, 2011-2016, tempo 2017-presente) por uma variação distinta da atividade de pesquisa e do escopo de problemas cobertos. Os achados desta revisão podem comprovar o desenvolvimento de abordagens metodológicas para estudar a competitividade dos varejistas no contexto da digitalização e podem ajudar os pesquisadores a fazer escolhas mais justificadas de problemas de pesquisa e profissionais para navegar nas complicadas transformações da gestão da competitividade na esteira da digitalização.

This article aims to provide a review of published academic research on the competitiveness of retailers in the context of digitalization. The input was sourced from published works indexed in the Scopus base for 2000-2020. The analysis was conducted in four stages: topical trends; keyword research; citation analysis; content analysis of the most-cited published works. The findings helped to track the evolution of research in the analyzed domain and identify four stages (2000-2003, 2004-2010, 2011-2016, 2017-present time) by distinct variation of research activity and the scope of covered problems. The findings of this review can substantiate further development of methodological approaches to studying the competitiveness of retailers in the context of digitalization and can help researchers to make more justified choices of research problems and practitioners to navigate the complicated transformations of managing competitiveness in the wake of digitalization.

Este artículo tiene como objetivo proporcionar una revisión de la investigación académica publicada sobre la competitividad de los minoristas en el contexto de la digitalización. El aporte se obtuvo de trabajos publicados indexados en la base de Scopus para 2000-2020. El análisis se realizó en cuatro etapas: tendencias tópicas; investigación de palabras clave; análisis de citas; análisis de contenido de las obras publicadas más citadas. Los hallazgos ayudaron a rastrear la evolución de la investigación en el dominio analizado e identificar cuatro etapas (2000-2003, 2004-2010, 2011-2016, 2017-presente) por la variación distintiva de la actividad de investigación y el alcance de los problemas cubiertos. Los hallazgos de esta revisión pueden corroborar un mayor desarrollo de enfoques metodológicos para estudiar la competitividad de los minoristas en el contexto de la digitalización y pueden ayudar a los investigadores a tomar decisiones más justificadas de los problemas de investigación y a los profesionales a navegar por las complicadas transformaciones de la gestión de la competitividad a raíz de la digitalización.

Palavras-chave: Competitividade. Vantagem competitiva. Varejo. Varejista. Digitalização.

Keywords: Competitiveness. Competitive advantage. Retail. Retailer. Digitalization.

Palabras-clave: Competitividad. Ventaja competitiva. Venta al por menor. Detallista. Digitalización.

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