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 |
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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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| _version_ | 1841556535043424256 |
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| author | Joanna Radomska Monika Hajdas Przemysław Wołczek Arkadiusz Kawa |
| author_facet | Joanna Radomska Monika Hajdas Przemysław Wołczek Arkadiusz Kawa |
| author_sort | Joanna Radomska |
| collection | DOAJ |
| description | 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. |
| format | Article |
| id | doaj-art-e266505ead5c4bc8add3a7a4a4d50da4 |
| institution | Kabale University |
| issn | 2956-7602 |
| language | English |
| publishDate | 2023-01-01 |
| publisher | University of Warsaw |
| record_format | Article |
| series | European Management Studies |
| spelling | doaj-art-e266505ead5c4bc8add3a7a4a4d50da42025-01-07T08:29:51ZengUniversity of WarsawEuropean Management Studies2956-76022023-01-01214496510.7172/2956-7602.102.3Beyond the Digital Transformation in Omnichannel Transitions: A Scoping ReviewJoanna Radomska0https://orcid.org/0000-0002-1597-8947Monika Hajdas1https://orcid.org/0000-0003-1006-2486Przemysław Wołczek2https://orcid.org/0000-0001-5388-985XArkadiusz Kawa3https://orcid.org/0000-0003-0697-8838Strategic Management Department, Wrocław University of Economics and Business, Wrocław, PolandMarketing Management Department, Wrocław University of Economics and Business, Wrocław, PolandStrategic Management Department, Wrocław University of Economics and Business, Wrocław, PolandŁukasiewicz – Poznan Institute of Technology and Poznań School of Logistics, Poznań, PolandPurpose: 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.https://press.wz.uw.edu.pl/ems/vol21/iss4/3omnichannele-commerceresearch agendamanagerial cognitionstrategy-as-practice |
| spellingShingle | Joanna Radomska Monika Hajdas Przemysław Wołczek Arkadiusz Kawa Beyond the Digital Transformation in Omnichannel Transitions: A Scoping Review European Management Studies omnichannel e-commerce research agenda managerial cognition strategy-as-practice |
| title | Beyond the Digital Transformation in Omnichannel Transitions: A Scoping Review |
| title_full | Beyond the Digital Transformation in Omnichannel Transitions: A Scoping Review |
| title_fullStr | Beyond the Digital Transformation in Omnichannel Transitions: A Scoping Review |
| title_full_unstemmed | Beyond the Digital Transformation in Omnichannel Transitions: A Scoping Review |
| title_short | Beyond the Digital Transformation in Omnichannel Transitions: A Scoping Review |
| title_sort | beyond the digital transformation in omnichannel transitions a scoping review |
| topic | omnichannel e-commerce research agenda managerial cognition strategy-as-practice |
| url | https://press.wz.uw.edu.pl/ems/vol21/iss4/3 |
| work_keys_str_mv | AT joannaradomska beyondthedigitaltransformationinomnichanneltransitionsascopingreview AT monikahajdas beyondthedigitaltransformationinomnichanneltransitionsascopingreview AT przemysławwołczek beyondthedigitaltransformationinomnichanneltransitionsascopingreview AT arkadiuszkawa beyondthedigitaltransformationinomnichanneltransitionsascopingreview |