This episode is a must for any brand looking to explore Omichannel Transformation as Graham talks to Dr. Edda Blumenstein, who at the time of recording, had recently defended her PhD Thesis in Omnichannel Transformation. 

The episode explores how brands need to consider building 'dynamic capabilities' in order to truly deliver an omnichannel cultural shift. Edda talks about her passion for bridging the gap between academia and practice and shares how people can access academic research to enhance their transformation programmes. 

To connect with Graham: https://www.linkedin.com/in/graham-johnston-0ba8a624/

To connect with Edda: https://www.linkedin.com/in/eddablumenstein/

To access Google Scholar: https://scholar.google.com/