Beyond the Digital Transformation in Omnichannel Transitions: A Scoping Review

Radomska, Joanna; Hajdas, Monika; Wołczek, Przemysław; Kawa, Arkadiusz

doi:10.7172/2956-7602.102.3

Artykuł - szczegóły

Czasopismo

Problemy Zarządzania

2023 | 21 | nr 4 | 49--65

Tytuł artykułu

Beyond the Digital Transformation in Omnichannel Transitions: A Scoping Review

Autorzy

Joanna Radomska , Monika Hajdas , Przemysław Wołczek , Arkadiusz Kawa

Warianty tytułu

Transformacje w kierunku omnichannel - przegląd literatury

Języki publikacji

Abstrakty

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. (original abstract)

Cel: celem artykułu jest identyfikacja luk badawczych związanych z charakterem i typem procesów transformacyjnych w ewolucji z pojedynczego kanału w kierunku omnichannel. Metodologia: podejście badawcze opiera się na przeglądzie literatury w celu identyfikacji luk badawczych w zakresie transformacji omnichannel. Wnioski: zidentyfikowaliśmy i zaproponowaliśmy dalsze kierunki badań. Pierwszy z nich dotyczy tego, co sprawia, że przejście od pojedynczego kanału do omnichannel jest procesem stopniowym lub natychmiastową zmianą zakorzenioną w menedżerskim postrzeganiu tego procesu. Drugim kierunkiem było zbadanie procesu transformacji w kierunku omnichannel z perspektywy strategii jako praktyki. Ograniczenia badań/implikacje: badanie opiera się na źródłach wtórnych. Potrzebne są dalsze badania i studia empiryczne, aby pogłębić zaproponowane kierunki badań. Oryginalność: zidentyfikowaliśmy potrzebę oddzielnego adresowania w dalszych badaniach transformacji i tranzycji omnichannel. Zaproponowaliśmy perspektywę poznawczą i teorię strategii jako praktyki w charakterze ram teoretycznych, które mogą zostać wykorzystane w dalszej eksploracji tego tematu. (abstrakt oryginalny)

Słowa kluczowe

Omnichannel strategy e-commerce Literature review

Strategia wszechkanałowa Handel elektroniczny Przegląd literatury

Czasopismo

Problemy Zarządzania

Rocznik

2023

Tom

Numer

nr 4

Strony

49--65

Opis fizyczny

Twórcy

autor

Joanna Radomska

Wroclaw University of Economics and Business, Poland

autor

Monika Hajdas

Wrocław University of Economics, Poland

autor

Przemysław Wołczek

Wrocław University of Economics, Poland

autor

Arkadiusz Kawa

Poznań Institute of Technology; Poznań Sehool of Logistics, Poland

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10.7172/2956-7602.102.3

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Beyond the Digital Transformation in Omnichannel Transitions: A Scoping Review

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