Kristina Kleinlercher

Papers

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About

Kristina Kleinlcher is a leading scholar in the field of retail marketing and digital transformation, with a particular focus on how digital technologies disrupt traditional business models. Her most-cited work, “Digital Disruption in Retailing and Beyond” (2020), has garnered 20 citations and serves as a foundational piece for understanding the dual nature of digitalization—both as an opportunity and a challenge for retailers and their network partners. Kleinlcher’s research critically examines the process of digital transformation, analyzing how previously analog operations, procedures, and managerial practices are being reshaped in the retail sector. Her contributions provide actionable insights for businesses navigating the complexities of omnichannel strategies and evolving consumer expectations. By bridging theory and practice, Kleinlcher has established herself as a key voice in retail innovation, helping scholars and practitioners alike grasp the profound shifts occurring in the marketplace. Her work continues to influence discussions on competitive strategy in the digital age, making her a vital resource for students and researchers exploring the future of retail.