Assessment of Master Thesis – Academic Consultant
Study programme:International Economic Relations
Field of study:International Business – Central European Business Realities Academic year:2020/2021
Master Thesis Topic:Going from Clicks to Bricks: Online Retailers to Brick and Mortar Shops Author’s name:Roberto Jose Robleto Andonie
Ac. Consultant’s Name:Ing. Markéta Lhotáková, Ph.D.
Opponent:Andrea Escobar Rios, Doctora en Ciencias
Criterion Mark
(1–4)
1. Overall objective achievement 2
2. Logical structure 1
3. Using of literature, citations 1
4. Adequacy of methods used 2
5. Depth of analysis 2
6. Self-reliance of author 1
7. Formal requirements: text, graphs, tables 1
8. Language and stylistics 1
Comments and Questions:
Main objectives of the theses was clearly defined as to “determine if due to new trends in customer purchasing behavior and omnichannel strategies, online retailers are driven to utilize brick and mortar shops.” Furthermore author analyzed the new trends in customer purchasing behavior, online and offline retailers, in the context of the omnichannel strategy and its environment. In the literary part author is analyzing, based on existing theories, impact of globalization on the rise of e-commerce and with that connected changes in consumer behavior. In the chapter 1.2. author defines consumer behavior and elaborates on various aspects such as factors influencing consumer behavior, different consumer behavior types and consumer decision making process in connection to shopping habits and preferences in on-line shopping versus traditional brick and mortar shops. Further in the 1st chapter author elaborates on rise of e-commers and its impact on consumer behavior. Based on relevant literature defines omnichannel distribution system, its differences from other systems and based on “The information and Fulfillment Matrix” explains transitioning of the consumer to an omnichannel retail environment. He demonstrates different approaches on examples of retailer using different stages of transition between brick and mortar and omnichannel systems. He discussed different conditions companies need to fulfill to be able to implement omnichannel strategy such as inventory management, store design and demand and supply forecast and concludes on advantages and disadvantages of individual models. He summarizes his literary review with conclusion, that implementation of some stage of multi- or omnichannel is vital for successful retailers, thus details of implementation and objectives might be different for different retailers as demonstrated on examples. Overall the literary review is up-to-date and very relevant to this dynamic fields. Author also conducted primary research targeted to consumer behavior and habits which showed different preferences/ behavior across genders and age groups. The primary research author well complemented with the case study on which he demonstrated some learnings from the literary review. In his work, author has demonstrated good analytical skills, while interpreting the learnings from literary review in his primary research as well as case study. On the other hand, author could have go deeper into suggestion for industry based on his learnings, especially those from his primary research. The theses is written in good English with some minor citation mistakes.
Question for defense 1.Your primary researched showed some differences among the male and female consumer as well as across the different generations you tested. Can you please make for each gender and generation one specific suggestion of action, retailers should focus on, when targeting this gender / generation (age group). How should they cope with the fact, that they )in some cases) target both male and female customers 2. In the field of your research, retail and on-line commerce, pandemic created big
boom in the direction towards on-line sales. Based on your research, can you foresee some trends in the post pandemic times – upcoming 1-3 years?
Suggested grade – 1-2 depending on the defense
Conclusion: The Master Thesis is recommended for the defence.
Suggested Grade: 2
Date: 02/08/2021 Ing. Markéta Lhotáková, Ph.D.
Academic Consultant
