2023 Bogetić, Zoran Stojković, Dragan Dokić, Aleksa application/pdf 335233 bytes BOOK OF ABSTRACTS THE 9th INTERNATIONAL CONFERENCE OF THE FACULTY OF ECONOMICS BRCKO “PERSPECTIVES OF PARTNERSHIP BETWEEN GOVERNMENT, BUSINESS AND HIGHER EDUCATION INSTITUTIONS IN FOSTERING ECONOMIC DEVELOPMENT” " CONTEMPORARY CHALLENGES IN THE BUSINESS, SOCIAL AND EDUCATIONAL ENVIRONMENT" Ključne reči: omnikanalna maloprodaja, digitalizacija nabavke, višekriterijumsko odlučivanje, održiva konkurentska prednost Key words: omnichannel retail, procurement digitalization, multiple-criteria decision-making, sustainable competitive advantage Ekonomski fakultet Brčko Univerziteta u Istočnom Sarajevu APSTRAKT Omnikanalna maloprodaja sve više dobija na značaju i aktuelnosti, naročito u periodu tokom i nakon Covid-19 pandemije. Jedan od ključnih momenata koji je omogućio rapidan rast i razvoj ovog vida trgovine na malo jeste digitalizacija maloprodajnog poslovanja. Kao takva, digitalizacija u maloprodaji ima značajne intra i inter organizacione implikacije. One naročito dolaze do izražaja u kontekstu održivosti unutar omnikanalnog lanca snabdevanja. U tom smislu, digitalizacija maloprodajnih aktivnosti unapređuje transparentnost, agilnost, fleksibilnost i responzivnost lanca snabdevanja i doprinosi kreiranju jedinstvene vrednosti i kupovnog iskustva. Ovi aspekti predstavljaju važne elemente ukupne održive, dugoročne vrednosti koju maloprodavac isporučuje svojim kupcima. Stoga je za očekivati da digitalizacija nabavke, ka integralni deo ukupne digitalizacija maloprodajne aktivnosti, može imati značajan uticaj na prethodno navedene aspekte, a samim tim i na proces kreiranja održive konkurentske prednosti. Posebno interesantan ugao jeste sinergetski efekat kroz uparivanje sa digitalizacijom prodaje u okviru višekanalne maloprodaje, naročito omnikanalne. Zbog toga je ovo istraživanje usmereno na ispitivanje uticaja digitalizacije nabavke na realizaciju omnikanalne strategije. Primenjen je savremeni pristup višekriterijumskog modeliranja zasnovan na primeni dominance-based rough set approach (DRSA) metodologije, čiji je cilj formiranje seta ako-onda pravila za evaluaciju interakcija između različitih faktora uticaja. Iskorak u odnosu na postojeću literaturu ogleda se u dimenzijama objektivnosti evaluacija, optimizacionog okvira, kao i dijagnostičkog i prediktivnog kapaciteta modela. Praktične implikacije nalaza ogledaju se u razvoju novog okvira za poslovno odlučivanje u maloprodaji, koji omogućava optimizovanu alokaciju resursa u zavisnosti od željene strategije višekanalne prodaje i digitalizacije nabavke. ABSTRACT Omnichannel retail has gained in market significance, especially during and after the Covid-19 pandemic. One of the key moments which enabled the rapid growth and development of retail commerce has been its digitalization. As such, retail digitalization has significant intra and inter organizational implications. These are especially important in the context of omnichannel supply chain sustainability. In this sense retail digitalization improves supply chain transparency, agility, flexibility and responsiveness and contributes to the creation of unique shopping experience and customer value. These aspects represent important elements of the total sustainable, long-term value delivered to customers by the retailer. Thus, it is expected that procurement digitalization, as an integral part of retail digitalization process, can have important effect on aforementioned aspects, and by extension overall sustainable competititve advantage creation. Additional interesting angle is the synergetic effect attained through pairing with sales digitalization within multiple-channel retail, especially omnichannel one. That is why this research is aimed at investigating the effects of procurement digitalization on omnichannel strategy implementation. A novel multiplecriteria modelling has been used, based on the use of dominance-based rough set approach (DRSA) methodology, with the goal of creating a set of if-then rules for evaluating interactions between different factors of influence. The contribution to the existing literature is reflected in the dimensions such as evaluation objectivity, optimisation framework, as well as diagnostic and predictive model capacity. Practical implications of the findings are related to the development of a new framework for business decision-making in retail, which enables optimized resource allocation in the context of the desired multiple channel strategy and procurement digitalization strategy. All rights reserved info:eu-repo/semantics/conferenceProceedings https://phaidrabg.bg.ac.rs/o:32572 srp eng REALIZACIJA ODRŽIVE OMNIKANALNE STRATEGIJE IZ UGLA DIGITALIZACIJE NABAVKE