Assessment of Master Thesis – Opponent
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 1
5. Depth of analysis 2
6. Self-reliance of author 2
7. Formal requirements: text, graphs, tables 2
8. Language and stylistics 2
Comments and Questions:
Results have shown that omni-channel successful strategies in combination with new trends in consumer purchasing behaviors, indeed have pushed retailers to expand their processes and experience further into the market by successfully striving in an omni-channel environment.
The goal of this research was to analyze the new trends in customer purchasing behavior, online and offline retailers, the context of the omni-channel strategy and its environment. The author clearly presented a complete and strong literature review of relevant sources related to the theories involved.
The author has proven solid knowledge of the theoretical concepts related to the objective of his thesis as well as their application on helping to evaluate and answer research questions.
• Good research design and sampling.
• Strong methodology and very well detailed.
• The way it is presented all the results might be a bit over saturated of data and text. I would suggest a entire section of highlight from results which allows the reader to find and fully understand the connections and the main outcomes from the research.
• The entire thesis seems to be a big and wide analysis of the online vs offline shopping dilemma , the plus is the addition of the omni-channel strategy theory and its application, which gives a plus to the entire thesis work, otherwise the impact or the requested level of a diploma thesis could be not the appropriate.
-Author must be careful with details like the following: on the methodology section, he refers to his work as a “research paper”and it is a mistake.
• Even though the goal is met, I would have the following question for defence:
What is the main implication for the brands while knowing that the online experience must be combined with offline (something that was supposed to be logical), as the author claims on the conclusions section ? and how this helps to the full understanding of the current consumer behavior trends?
Conclusion: The Master Thesis is recommended for the defence.
Suggested Grade: 2
Date: 31/08/2021 Andrea Escobar Rios, Doctora en Ciencias
Opponent
