Digital strategies for two-sided markets: A case study of shopping malls

Johan Frishammar, Javier Cenamor, Harald Cavalli-Björkman, Emma Hernell, Johan Carlsson

Research output: Contribution to journalArticlepeer-review

21 Citations (SciVal)


Digitalization is fundamentally changing the retailing ecosystem for shopping malls as digital and analogue elements get increasingly intertwined. We conceptualize shopping malls as two-sided markets whose primary function is connecting shoppers and retailers. By means of an interpretative case study, the article then presents an omnichannel strategy typology for how shopping malls can meet the evolving digitalization challenge. We identify three generic strategies labeled digital awaiter, digital data gatherer, and digital embracer. The paper provides implications for research in omnichannel strategies, digitalization, and two-sided markets by explicating different strategies that involve physical and digital resources, and different ecosystem agents, i.e., retailers and shoppers. It also provides insights for other organizations beyond retailing and which operate under a two-sided market regime.
Original languageEnglish
Pages (from-to)34-44
Number of pages11
JournalDecision Support Systems
Publication statusPublished - 2018 Apr

Subject classification (UKÄ)

  • Business Administration


  • digitalization
  • two-sided market
  • omnichannel strategies
  • shopping mall
  • retailing
  • interpretative case study


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