Paradoks efektywnej administracji w handlu detalicznym elektroniką w modelu omni-channel: dowody empiryczne z MediaMarktSaturn oraz wprowadzenie wskaźnika Real Importance Index
DOI:
https://doi.org/10.15611/pn.2026.2.11Słowa kluczowe:
Efficient Consumer Response, handel omni-channel, Efficient Administration, Real Importance Index, współpraca w łańcuchu dostawAbstrakt
Cel: Celem badania jest analiza stopnia wdrożenia narzędzi Efficient Consumer Response (ECR) oraz ich postrzeganej istotności strategicznej w niemieckim handlu detalicznym elektroniką w modelu omni-channel, ze szczególnym uwzględnieniem asymetrii implementacyjnych.
Metodyka: Badanie ma charakter jakościowo-dominujący z elementami ilościowymi i opiera się na badaniu ankietowym przeprowadzonym w 2022 r. wśród 36 menedżerów MediaMarktSaturn. Zastosowano półustrukturyzowane kwestionariusze z wykorzystaniem pięciopunktowych skal ocen. Wprowadzono wskaźnik Real Importance Index (RII), integrujący poziom wdrożenia i postrzeganą istotność strategiczną narzędzi ECR.
Wyniki: Narzędzia popytowe oraz Efficient Replenishment wykazują pełne wdrożenie i wysoką ocenę znaczenia strategicznego, podczas gdy Efficient Administration jest niewdrożone, co ujawnia „Paradoks EA”.
Implikacje i rekomendacje: Rekomenduje się podniesienie rangi Efficient Administration poprzez wprowadzenie odpowiednich zespołów, standaryzację EDI/API oraz wykorzystanie pulpitów RII.
Oryginalność/wartość: Artykuł po raz pierwszy empirycznie dokumentuje Paradoks EA w handlu omni-channel poza sektorem spożywczym oraz wprowadza replikowalny wskaźnik RII.
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Prawa autorskie (c) 2026 Rafael Heinrich Czekalla
Utwór dostępny jest na licencji Creative Commons Uznanie autorstwa – Na tych samych warunkach 4.0 Miedzynarodowe.
Accepted 2026-06-26
Published 2026-07-30
