ICT and e-Business Impact in the Retail Industry - empirica

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e-Business in the Retail SectorThe capability for innovation is an important factor in the retail industry due to macroeconomicissues including the excessive dependence on consumers and micro economicissues such as high competitive pressures. Considering these strong economically-drivenfactors, retailers should have incentive to use e-business and ICT to compete and betterreact to consumer desires. As the products sold are not transformed by the retailers, theinnovation potential within the industry is expected to originate mainly from processinnovations.Data from the e-Business Survey 2007In order to receive evidence about the role of ICT for innovation, the Sectoral e-BusinessWatch asked companies from the sectors studied in 2007 whether they had "launchedany new or substantially improved products or services" during the past twelve months,and if they had introduced "new or significantly improved internal processes" in the sameperiod of time. Those firms that had introduced innovations, the so-called ‘Innovators’were then asked follow-up questions with the focus being on whether the innovation(s)had been enabled by ICT.21% of retail enterprises (representing 32% of sector employment) said that they hadlaunched new or improved products in 2006/07. Firms representing 70% ofemployment, i.e. almost two thirds of those that reported product/service innovations,said that their innovations had been directly related to or enabled by ICT (see Exhibit 4.3-1). This high share indicates the important role ICT plays for innovative behaviour. With60% and 67% respectively, micro and large firms are the types of firms benefiting mostfrom ICT enabling innovative behaviour (although the 67% for the large firms is indicativedue to a small number of respondents). Overall though, fewer SMEs than large firmshave launched new products and services in the 12 months preceding the interview: 44%of large firms, 30% of medium-sized firms, 25% of small firms and 21% of micro firms.Hence product/service innovations are firm-size dependent although there are moreopportunities for innovation in larger firms due to them being bigger than smaller ones.It was a consistent finding in e-Business Watch sector studies that ICT play a crucialrole to support process innovation, in manufacturing as well as in services industries.This can be confirmed for the retail industry. Firms representing 45% of the industry’semployment said they introduced process innovation in the past twelve months. In firmsrepresenting 32% of employment, 36% of the process innovations were ICT-related, andin only 9% the process innovations were not ICT-related (see Exhibit 4.3-2). In microfirms again the share of firms innovating with ICT was smaller than in small, mediumsizedand large firms. Hence, there appears to be evidence for a relatively higherimportance of ICT for business processes innovations in larger companies. Comparedthe transport and logistics sector, the levels of overall process innovation and of ICTrelatedprocess innovation in the retail industry were found to be along the same lines.97
e-Business in the Retail SectorExhibit 4.3-2: % of companies having introduced product or process innovation (ICT enabledversus non-ICT enabled, 2007)Product/Service innovationsProcess innovations0 20 40 60 80 1000 20 40 60 80 100Retail (EU-7)1022Retail (EU-7)936Transport(EU-7)619Transport(EU-7)1132non-ICT enabled product innovationICT-enabled product innovationnon-ICT enabled process innovationICT-enabled process innovationThe survey was conducted in seven EU Member States (Germany, France, Italy, Spain, Poland, Sweden,United Kingdom) and in the USA.Base (100%) = companies with at least 10 employees and using computers; N (Retail, EU-7) = 1151.Weighting: Figures are weighted by employment ("firms representing x% of employment in the sector").Questionnaire reference: D1-D4.Source: e-Business Survey 2007 by the SeBWIn addition to the above discussed kinds of innovation, the e-Business Survey 2007asked companies about four types of organisational innovation: changes in corporatestrategy, management techniques, organisational structure, and marketing concepts.These types of innovation may need to accompany product or process innovation in orderto implement such innovations successfully, or they may be introduced self-sustained.Between 24% and 36% of retail firms report that they have introduced organisationalinnovations – see Exhibit 4.3-2. Of those innovations questioned, marketing andstructural innovations are most prevalent more than 1/3 of firms reporting changes in thepreceding twelve months. Due to its competitive nature and reliance on consumers,marketing innovation seems to play more of role in the retail industry than in the transportand logistics sector where only 18% of firms weighed by employment (compared to 30%in the retail sector) report innovations of this kind. The numbers in the transport/logisticssector are also lower than in the retail industry in the other three organisational innovationcategories (see Exhibit 4.3-2). The non-food group is introducing most of the innovations:firms in this group are ahead of many others in the other two groups.The survey also found that the levels of organisational innovation were similar in smalland medium-sized firms, while the levels for large firms were higher across all fourcategories.98
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ICT and e-Business Impact in the Retail Industry - empirica

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