Digitalization and Strategic Changes in Romanian Retail Fuel Networks: A Qualitative Study

Abstract

The oil and gas industry is among the most affected industries as a result of war in Ukraine, on top of other economic, political, and environmental global turbulences that culminated with the coronavirus pandemic. The purpose of this qualitative, explorative study was to identify strategic changes as well as the role played by newer technologies—digital technologies in particular—in this industry. The focus is on the Romanian oil and gas industry, more specifically on the retail fuel networks of the top companies. In addition to secondary research (literature and company documents), interview-based primary research was conducted. The data were collected during spring of 2022 by conducting interviews with two groups of subjects: the strategists—consisting of top managers from the largest companies active in the oil and gas industry in Romania; and the informed consumers—selected from people working in the oil and gas industry. The interview guides were slightly different depending on the two groups targeted, and the structure of the interview guide was developed according to research questions. Among the findings, we can observe that the fuel retail market and consumer behaviour changed due to a series of factors, such as the global economic crisis, COVID-19, the Russian invasion of Ukraine, and inflation. Those factors forced fuel retail companies, at the global level, to invest in filling station shops, services development, digitalization, and divestment—selling gas station networks in countries with poor integration with refineries. Romanian fuel retail companies are following the global trends and focusing on filling station shops, alternative fuels development, and digitalization. The results are followed by discussions, and several managerial implications are suggested. The study limitations and several further research paths are also identified. Based on the data available, we can conclude that the strategic directions at the level of products and services are aligned, but at the execution level, specialists offer different solutions for customer expectations.

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