o:33505 Striving for Cross-channel Synergy: A Study of SMEs in Transition Economy en Abstract: 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. Keywords: Cross-channel synergy, Cross-channel support, Transition economy 1552100 2024-04-19T08:39:39.439Z 44 no 46 Dragan Stojković Univerzitet u Beogradu Ekonomski fakultet 0000-0003-2636-8682 Aleksa Dokić Univerzitet u Beogradu Ekonomski fakultet person 0000-0003-1274-3947 Susana Silva person Bozidar Vlacic person application/pdf 317501 https://phaidrabg.bg.ac.rs/o:33505 no yes 1 70 92000004 11A03 Proceedings of the European Marketing Academy, 49th Annual EMAC Conference, Budapest, May 26-29, 2020 EMAC 2020