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EMAC 2020 Annual Conference

Striving for Cross-channel Synergy: A Study of SMEs in Transition Economy

Published: May 27, 2020


Dragan Stojković, Faculty of Economics, University of Belgrade; Aleksa Dokić, Faculty of Economics, University of Belgrade; Susana Silva, Universidade Católica Portuguesa; Bozidar Vlacic, Católica Porto Business School, Universidade Católica Portuguesa


Cross-channel synergy; Cross-channel support; Transition economy


The extent to which SMEs in transitional economies ensure seamless shopping experience may make the difference between venture´s success or failure. In order to respond to increasingly demanding consumers, ventures in transitional economies are shifting from mono-channels to multi-channel strategies. As the ventures in transitional economies are characterised by limited resources and undeveloped marketing channels, the purpose of this study is to examine the role of organizational support in the pursuit for cross-channel synergy. Drawing on the data collected from 97 SMEs in Serbia we found that the higher levels of cross-channel synergy are achieved through direct support to omni-channel (integrated approach) and additional enchancment of offline channels. We further discuss why an additional support to offline channels rather than online channels is more prudent and provide fruitfull future research avenues.