From purchase to pantry – exploring archetypes and strategies in the context of e-grocery fulfilment
通过文献综述和111家电子杂货商的实证研究，构建了电子杂货履单决策属性的分类体系，识别出六种原型，并提出了揭示属性与绩效关系的权变模型，对理解该行业价值创造和数字化转型有参考价值。
Fulfilment is a key driver for the digitalisation of the grocery sector and thus a major source of value creation. Although value creation is contingent on a multiplicity of contextual factors, extant research has mainly explored fulfilment in the generic realms of e-commerce and does not provide empirically grounded insights into the collective interplay of fulfilment attributes. Because e-grocery features unique exigencies and trade-offs that require non-generic theorisation, a functional and cross-domain perspective is required to comprehend the role of fulfilment in creating value in this sector. Following a multi-method approach, this paper combines a literature review with an empirical investigation of 111 e-grocers to produce three main outcomes. First, a conceptually-grounded and empirically-refined taxonomy to capture important decision attributes of e-grocery fulfilment. Second, six archetypes to indicate common combinations of these attributes. Third, a contingency model to disclose value relationships between attributes and outcome performance. Our results contribute to the body of knowledge on e-grocery value creation as well as the explanatory understanding of operational configurations and digital transformation conditions in this industry.