Integrated Stakeholders' Communication Management in B2C Context

Angela Antonia Beccanulli*, Silvia Biraghi, Rossella Chiara Gambetti

*Autore corrispondente per questo lavoro

Risultato della ricerca: Contributo in libroChapter


Currently, to manage integrated stakeholders' communication across channels, many companies are abandoning the multichannel approach for an omnichannel integration. In this chapter, we explore the triggers of this evolution. We do that by conducting a case study in the context of the luxury fashion industry. Specifically, we illustrate how Etro has undergone an omnichannel conversion process, to the aim of critically reflecting on the challenges involved in this process. With the support of our case study, we finally suggest an optichannel approach as the way forward to integrate communication, interactions and relations with stakeholders in B2C context.
Lingua originaleEnglish
Titolo della pubblicazione ospiteThe Emerald Handbook of Multi-Stakeholder Communication
EditorP., Nguyen, B., and Melewar, T.C. Foroudi
Numero di pagine20
Stato di pubblicazionePubblicato - 2022


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