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Beyond the Digital Transformation in Omnichannel Transitions: A Scoping Review

Author

Listed:
  • 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)

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

Suggested Citation

  • Joanna Radomska & Monika Hajdas & Przemyslaw Wolczek & Arkadiusz Kawa, 2023. "Beyond the Digital Transformation in Omnichannel Transitions: A Scoping Review," European Management Studies, University of Warsaw, Faculty of Management, vol. 21(102), pages 49-65.
    • Handle: RePEc:sgm:emswzu:v:21:i:102:y:2023:p:49-65
    DOI: 10.7172/1644-9584.102.3
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    More about this item

    Keywords

    omnichannel; e-commerce; research agenda; managerial cognition; strategy-as-practice;
    All these keywords.

    JEL classification:

    • L81 - Industrial Organization - - Industry Studies: Services - - - Retail and Wholesale Trade; e-Commerce

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