The Evolution of Corporate Innovation in the O2O Model—Case Studies in the Chinese Jewelry Retail Sector

Round 1

Reviewer 1 Report

Research questions are clearly identified in the introduction section

On page 2, Lines 10-11, “the future market of the jewelry industry is certainly still large “does not convey any meaning. Need a change in wording.

The authors should explain the O2O and O+O in the manuscript.

All the theories are explained very well in the manuscript.

Sound justification of the use of the Case study method for this manuscript.

 

A section on limitations should be added to the manuscript after the theoretical and Managerial implication section.

On page 2, Lines 10-11, “the future market of the jewelry industry is certainly still large “does not convey any meaning. Need a change in wording.

Author Response

Thank you for your guidance and comments. I would like to reply to your questions and guidance as follows:

1. Research questions are clearly identified in the introduction section.

AR: Thank you for your comment.

 

2. On page 2, Lines 10-11, “the future market of the jewelry industry is certainly still large “does not convey any meaning. Need a change in wording.

AR: This sentence has been deleted in the original text and replaced with "the transformation from tradition to digitalization is a requirement of the times for the long-standing traditional jewelry industry."

 

3. The authors should explain the O2O and O+O in the manuscript.

AR: Yes, thank you for your suggestions. We have already added one sentence to explain the situation as follows. "Gradually moving from the early independent O2O model of online and offline to the integrated O+O upgrade model of online and offline integration." (Chen, 2018)

 

4. All the theories are explained very well in the manuscript.

AR: Thank you for your comment.

 

5. Sound justification of the use of the Case study method for this manuscript.

AR: Thank you for your comment.

 

6. A section on limitations should be added to the manuscript after the theoretical and Managerial implication section.

AR: Thank you for your suggestions. The section 6.3 Research Limitations has been added in article.

 

7. Comments on the Quality of English Language: On page 2, Lines 10-11, “the future market of the jewelry industry is certainly still large “does not convey any meaning. Need a change in wording.

AR: This sentence has been deleted in the original text and replaced with "the transformation from tradition to digitalization is a requirement of the times for the long-standing traditional jewelry industry."

Reviewer 2 Report

Reviewer Report

               Thank you for giving me the opportunity to review the manuscript titled "The Evolution of Corporate Innovation in the Context of New Retailing: Four Case Studies in China’s Jewelry Industry." I found this topic to be interesting and engaging, with valuable insights. Although the manuscript is well-written and well-structured, I have a few observations to note, categorized by sections:

 

Title

               The title was appropriate, but it would be an improvement to include the business model to give a more precise. For example, the O2O model with mentioning the chines jewelry industry as a retail sector. 

Abstract

               This section has been written professionally. I noticed that it was missing to mention the study’s sample details even though it has a short description. Besides, it would be better to add more details about qualitative procedures that are used within the manuscript. Finally, mentioning conclusions or main findings was missed, hence providing a brief about this section is necessary.    

Literature review

               The introduction began with specific facts, which could have been an excellent start for this section, but it was larger than normal. However, the title of this section was better adjusted to (Theoretical farmwork). The is because the sequence of the review is more theoretical development.

              

Study Methodology

This section has been well designed, However, there are several notes :

1 – the reason behind choosing the sample is less reasonable.

2 – Case method required to improve or choose another method.

3 – The questionnaire required to be expanded.

 

Conclusions

               The section is written in a good manner. However, the long statement in this section was too boring for the reader therefore it is better to be more concise.    

The Verdict

 

               The manuscript has been written in good form. The topic is to meet the journal name and scope. The procedure and method look reasonable and feasible. Reorganizing and restructuring the mentioned points are required for a better finish and to give the manuscript an advanced level and more clarity.   

 

 

 

Author Response

Thank you for your guidance and comments. I would like to reply to your questions and guidance as follows:

1. Title: The title was appropriate, but it would be an improvement to include the business model to give a more precise. For example, the O2O model with mentioning the Chinese jewelry industry as a retail sector. 

AR: Thank you for your comment. We have revised the title to “The Evolution of Corporate Innovation in the O2O Model—Case Studies in the Chinese Jewelry Retail Sector”

 

2. Abstract: This section has been written professionally. I noticed that it was missing to mention the study’s sample details even though it has a short description. Besides, it would be better to add more details about qualitative procedures that are used within the manuscript. Finally, mentioning conclusions or main findings was missed, hence providing a brief about this section is necessary.

AR: Thank you for your comment. According your guidance, we have rewritten the abstract.

 

3. Literature review: The introduction began with specific facts, which could have been an excellent start for this section, but it was larger than normal. However, the title of this section was better adjusted to (Theoretical farmwork). The is because the sequence of the review is more theoretical development.

AR: Thank you for your comment. We have revised the section title to “Theoretical farmwork”.

 

4. Study Methodology: This section has been well designed, However, there are several notes :

(1) – the reason behind choosing the sample is less reasonable.

(2) – Case method required to improve or choose another method.

(3) – The questionnaire required to be expanded.

AR: Thank you for your comment. First, we have added the content of “theoretical sampling” method. Second, we have improved the case research method connotation. Third, we have expanded the questionnaire.

 

5. Conclusions: The section is written in a good manner. However, the long statement in this section was too boring for the reader therefore it is better to be more concise.

AR: Thank you for your comment. We have refined and reshaped the conclusion section.

 

6. The Verdict: The manuscript has been written in good form. The topic is to meet the journal name and scope. The procedure and method look reasonable and feasible. Reorganizing and restructuring the mentioned points are required for a better finish and to give the manuscript an advanced level and more clarity. 

AR: Thank you for your comment. According your guidance, we have reorganized and restructured the mentioned points.

 

Reviewer 3 Report

This is an interesting investigation that explores alternative retail models in the China’s Jewellery Industry. The idea is appealing and the results are very informative, although some minor issues should be addressed. Please consider my observations below.

1.      There are concepts that are not explained from the beginning. For example, the concept of O2O. Please explain these concepts when they appear for the first time in order to help the reader.

2.      The literature review tends to be too descriptive (i.e. definitions, description of approaches, etc.) This is not wrong really, but I feel that the literature needs more critical discussion and logical thought.

3.      In relation to the methodology, more justification for the qualitative approach is needed.

4.      Explain and justify in more detail why interpretive analysis was adopted. Why the authors did not used other more common approaches in qualitative research such as the grounded theory? Please justify and explain more.

5.      Explain the concept of theoretical sampling method.

6.      Finally, make an explicit link between the research and the issue of sustainability. At this moment, I don’t see how the results may be lining to this concept.

Author Response

Thank you for your guidance and comments. I would like to reply to your questions and guidance as follows:

Reviewer 3:

1. There are concepts that are not explained from the beginning. For example, the concept of O2O. Please explain these concepts when they appear for the first time in order to help the reader.

AR: Thank you for your suggestions. According your guidance, we have supplement the O2O explanation for the first time (e.g. Xiao and Dong, 2015).

 

2. The literature review tends to be too descriptive (i.e. definitions, description of approaches, etc.). This is not wrong really, but I feel that the literature needs more critical discussion and logical thought.

AR: Thank you for your suggestions. We have refined the literature review and extend the discussions and logical thought.

 

3. In relation to the methodology, more justification for the qualitative approach is needed.

AR: Thank you for your suggestions. We have added the content of “theoretical sampling” method. In addition, we have improved the case research method connotation.

 

4. Explain and justify in more detail why interpretive analysis was adopted. Why the authors did not used other more common approaches in qualitative research such as the grounded theory? Please justify and explain more.

AR: Thank you for your suggestions. We have added some explanations, such as: Walsham (2006) argued that interpretive methods of research start from the position that our knowledge of reality, including the domain of human action, is a social construction by human actors. This form of the feedback can involve a single presentation to a group of participants from the field site to a more intensive workshop involving a wider range of participants over a longer time period (Walsham, 1993).

 

5. Explain the concept of theoretical sampling method.

AR: Thank you for your suggestions. We have added the content of “theoretical sampling” method.

 

6. Finally, make an explicit link between the research and the issue of sustainability. At this moment, I don’t see how the results may be lining to this concept.

AR: Thank you for your suggestions. We have linked the results with sustainable competitive advantages of the jewelry retail firms. For example, “whether the stages of business development are innovative opening of a new market, sustainable growth, effectively facing environmental barriers, or moving towards true prosperity, it is regarded as different types activities of sustainable growth.”

 

Reviewer 4 Report

1. It is worth introducing an element connecting the 4 case studies, e.g. a diagram showing the main forces affecting trade in accordance with the new omnichannel technology: e.g. economic development, information and communication technologies, globalization, consumer behavior, etc.

2. The issue of implementing a new solution for all presented enterprises in the economic context is debatable. An omnichannel strategy requires a lot of work and resources. It is necessary to act in many fields: sales, marketing and distribution channels - they must be consistent while maintaining the independence of each of them. Each industry requires a different approach to business and the client - in some cases it is necessary to increase the involvement in stationary interaction, while in another sector practically 100% of potential clients are those using modern digital solutions.

3. Considering the potential costs incurred for the implementation of the new omnichannel strategy, there is no reference to the profitability of this move and the timeframe for implementation. The direction of research is correct, but these are only theoretical considerations not supported by calculations and real estimation of the costs of the project.

4. The weakness of the study is the outline of the interview. In-depth interviews among the management staff are recommended.

Author Response

Thank you for your guidance and comments. I would like to reply to your questions and guidance as follows:

Reviewer 4:

1. It is worth introducing an element connecting the 4 case studies, e.g. a diagram showing the main forces affecting trade in accordance with the new omnichannel technology: e.g. economic development, information and communication technologies, globalization, consumer behavior, etc.

AR: Thank you for your suggestions. We have added the main forces affecting trade in accordance with the new omnichannel technology is information and communication technologies and supplement the literatures (e.g. Thrassou et al., 2020).

 

2. The issue of implementing a new solution for all presented enterprises in the economic context is debatable. An omnichannel strategy requires a lot of work and resources. It is necessary to act in many fields: sales, marketing and distribution channels - they must be consistent while maintaining the independence of each of them. Each industry requires a different approach to business and the client - in some cases it is necessary to increase the involvement in stationary interaction, while in another sector practically 100% of potential clients are those using modern digital solutions.

AR: Thank you for your suggestions. According your guidance, to the best of revision, our research scope is indeed focus on the economic context, hence we have added the research scopes and the other issues are proposed in the future research directions. In addition, we have refined the directions of future research.

 

3. Considering the potential costs incurred for the implementation of the new omnichannel strategy, there is no reference to the profitability of this move and the timeframe for implementation. The direction of research is correct, but these are only theoretical considerations not supported by calculations and real estimation of the costs of the project.

AR: Thank you for your suggestions. We have added this point to the research limitations.

Considering the potential costs incurred for the implementation of the new omnichannel strategy, there is no reference to the profitability of this move and the timeframe for implementation.

 

 

4. The weakness of the study is the outline of the interview. In-depth interviews among the management staff are recommended.

AR: Thank you for your suggestions. We have added the in-depth interviews outlines and the content among the management staff.