Omni-channel retailing strategy and research agenda

Ioana Nicoleta Abrudan; Dan-Cristian Dabija; David B. Grant

doi:10.1007/978-3-030-47380-8_12

Omni-channel retailing strategy and research agenda

Ioana Nicoleta Abrudan
, Dan-Cristian Dabija
, David B. Grant

Logistik och samhällsansvar, Helsingfors

Babeş-Bolyai University

Forskningsoutput: Kapitel i bok/rapport/konferenshandling › Kapitel › Vetenskaplig › Peer review

12 Citeringar (Scopus)

Sammanfattning

The paper reviews omni-channel retailing strategy to differentiate between
omni-channel retailing and its precursors, multi and cross-channel retailing;
delineate omni-channel strategies evolving from a retailing perspective; and
present a research agenda to address a lack of research on and
inconsistencies in this topic. By means of an extensive literature review,
the authors focus on papers that define the concept and approach the
practical aspects of implementing the strategy. We identify three
approaches to defining omni-channel retailing: integrated selling channels,
seamless shopping experience, and a combination of the two. Finally, this
paper reveals inconsistencies in understanding implementation of the
strategy. It highlights the main areas that need to be addressed by a
retailer when shifting to an omni-channel retail strategy. In contrast with
the existing literature, this review combines the logistic and management perspectives. It is the only study that emphasises the imperatives and
alternatives related to implementing omni-channel strategy.

Originalspråk	Engelska
Titel på värdpublikation	Perspectives on Consumer Behaviour : Theoretical Aspects and Practical Applications
Redaktörer	Wlodzimierz Sroka
Utgivningsort	Cham
Förlag	Springer
Utgivningsdatum	2020
Sidor	261-280
ISBN (tryckt)	978-3-030-47379-2
ISBN (elektroniskt)	978-3-030-47380-8
DOI	https://doi.org/10.1007/978-3-030-47380-8_12
Status	Publicerad - 2020
MoE-publikationstyp	A3 Del av bok eller annat samlingsverk

Publikationsserier

Namn	Contributions to Management Science
ISSN (tryckt)	1431-1941
ISSN (elektroniskt)	2197-716X

FN:s SDG:er

Detta resultat bidrar till följande hållbara utvecklingsmål:

SDG 9 – Hållbar industri, innovationer och infrastruktur
SDG 11 – Hållbara städer och samhällen

Nyckelord

Marketing Logics and Strategizing
512 Företagsekonomi

Åtkomst av dokument

10.1007/978-3-030-47380-8_12

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Fulltext

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Omni-channel retailing strategy and research agenda. / Abrudan, Ioana Nicoleta; Dabija, Dan-Cristian; Grant, David B.
Perspectives on Consumer Behaviour: Theoretical Aspects and Practical Applications. red. / Wlodzimierz Sroka. Cham: Springer, 2020. s. 261-280 (Contributions to Management Science).

Forskningsoutput: Kapitel i bok/rapport/konferenshandling › Kapitel › Vetenskaplig › Peer review

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Omni-channel retailing strategy and research agenda

Sammanfattning

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FN:s SDG:er

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Åtkomst av dokument

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