Abstract: Funding Information: The authors appreciate the editor’s and anonymous reviewers’ constructive comments and suggestions. The authors are also grateful for the financial support provided by Vinnova (Project no: 2019-03017) and The Research Council of Norway (Project no: 322623) that have allowed us to undertake this important study. Publisher Copyright: © 2022 The Authors Increased digitalization enabled innovation and practical examples from the retail industry have captured the attention of marketing scholars, with rapid development in th...
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