Beyond the Digital Transformation in Omnichannel Transitions: A Scoping Review

Joanna Radomska, Monika Hajdas, Przemyslaw Wolczek and Arkadiusz Kawa
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Joanna Radomska: Wroclaw University of Economics and Business, Wroclaw Poland
Monika Hajdas: Wroclaw University of Economics and Business, Wroclaw Poland
Przemyslaw Wolczek: Wroclaw University of Economics and Business, Wroclaw Poland
Arkadiusz Kawa: Lukasiewicz – Poznan Institute of Technology and Poznan School of Logistics, Poznan, Poland

European Management Studies, 2023, vol. 21, issue 102, 49-65

Abstract: 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

Keywords: omnichannel; e-commerce; research agenda; managerial cognition; strategy-as-practice (search for similar items in EconPapers)
JEL-codes: L81 (search for similar items in EconPapers)
Date: 2023
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Persistent link: https://EconPapers.repec.org/RePEc:sgm:emswzu:v:21:i:102:y:2023:p:49-65

DOI: 10.7172/1644-9584.102.3

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