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Research Talk by Barbara Kahn, University of Pennsylvania (US)


Barbara Kahn, Professor of Marketing at the University of Pennsylvania (US), held a talk on “The Shopping Revolution: How Successful Retailers Win Customers in an Era of Endless Disruption” in the frame of our Department’s Research Seminar Series. She presented a framework that systematizes the factors that can help companies thrive in a constantly changing retail environment. The starting point of her talk was the realization that we are currently witnessing the start of radical changes in retail that will revolutionize shopping in every possible way. Through practical examples, she vividly illustrated what we can learn from the companies that have been most successful during this wave of change. Particular emphasis was placed on the game-changing dominance of Amazon and its role in the markets it enters. At the same time, the presented framework proposed various strategies for companies to survive. Successful examples of either established players like Walmart or start-ups like Warby Parker were presented. Overall, this talk highlighted the challenges contemporary retailers face in keeping up with customers’ ever-increasing expectations and offered novel insights and through-provoking solutions for companies to thrive in the changing retail environment.

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