Beyond the Digital Transformation in Omnichannel Transitions: A Scoping Review
Purpose: We aim to grasp the various facets of shifts towards omnichannel and identify the gaps uncovered by extant scholarship Design/methodology/approach: The research approach is based on a scoping review to investigate the scope of literature on omnichannel transition. Promising avenues for f...
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| Main Authors: | , , , |
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| Format: | Article |
| Language: | English |
| Published: |
University of Warsaw
2023-01-01
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| Series: | European Management Studies |
| Subjects: | |
| Online Access: | https://press.wz.uw.edu.pl/ems/vol21/iss4/3 |
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| Summary: | Purpose: We aim to grasp the various facets of shifts towards omnichannel and identify the gaps
uncovered by extant scholarship
Design/methodology/approach: The research approach is based on a scoping review to investigate the
scope of literature on omnichannel transition. Promising avenues for future research were outlined based
on the qualitative analysis of extant research.
Findings: Based on the scoping review, we identified and proposed further avenues of research. The
first avenue explored what makes the transition from single channel to omnichannel a gradual process or an immediate shift rooted in managerial cognition. The second avenue was exploring the transformation
process towards omnichannel from the perspective of a strategy-as-practice lens.
Research limitations/implications: The research is based on secondary sources. Further research and
empirical studies are needed to confirm our findings.
Originality/value: We identified the need to address omnichannel transition and transformation separately
in further research. We shed some light on these two areas by proposing the cognition perspective and
strategy-as-practice theory as theoretical frameworks. |
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| ISSN: | 2956-7602 |