EXAM: Final Exam

All of your answers must be given in context of the Hummel case. Examples can be taken directly from the case or may be hypothetical (but still must be applicable to Hummel).

Hummel completed a successful digital transformation toward omnichannel marketing and retailing. This transformation significantly altered company strategy, business processes, IT operations and capabilities, and customer engagement.

Please answer the following questions about Hummel’s business activities.  Be complete when providing your answers.