Please use this identifier to cite or link to this item: https://hdl.handle.net/20.500.14365/1889
Title: Omni-channel retailing research - state of the art and intellectual foundation
Authors: Galipoglu, Erdem
Kotzab, Herbert
Teller, Christoph
Hüseyinoğlu, Işık Özge Yumurtacı
Poppelbuss, Jens
Keywords: Operations
Retailing
Supply chain
Distribution
Omni-channel
Multi-channel
Co-citation analysis
Content-analysis based literature review
Supply Chain Management
Multichannel Customer Management
Consensual Qualitative Research
E-Commerce
Conventional Retailers
Complementary Theories
Strategic Analysis
Author Cocitation
Citation Analysis
Internet Channel
Publisher: Emerald Group Publishing Ltd
Abstract: Purpose The purpose of this paper is twofold: to identify, evaluate and structure the research that focusses on omni-channel retailing from the perspective of logistics and supply chain management; and to reveal the intellectual foundation of omni-channel retailing research. Design/methodology/approach The paper applies a multi-method approach by conducting a content-analysis-based literature review of 70 academic papers. Based on the reference lists of these papers, the authors performed a citation and co-citation analysis based on the 34 most frequently cited papers. This analysis included multidimensional scaling, a cluster analysis and factor analysis. Findings The study reveals the limited consideration of logistics and supply chain management literature in the foundation of the omni-channel retailing research. Further, the authors see a dominance of empirical research as compared to conceptual and analytical research. Overall, there is a focus on the Western retail context in this research field. The intellectual foundation is embedded in the marketing discipline and can be characterised as lacking a robust theoretical foundation. Originality/value The contribution of this research is identifying, evaluating and structuring the literature of omni-channel research and providing an overview of the state of the art of this research area considering its interdisciplinary nature. This paper thus supports researchers looking to holistically comprehend, prioritise and use the underpinning literature central to the phenomena of omni-channel retailing. For practitioners and academics alike, the findings can trigger and support future research and an evolving understanding of omni-channel retailing.
URI: https://doi.org/10.1108/IJPDLM-10-2016-0292
https://hdl.handle.net/20.500.14365/1889
ISSN: 0960-0035
1758-664X
Appears in Collections:Scopus İndeksli Yayınlar Koleksiyonu / Scopus Indexed Publications Collection
WoS İndeksli Yayınlar Koleksiyonu / WoS Indexed Publications Collection

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