Please use this identifier to cite or link to this item: https://hdl.handle.net/10419/311272 
Year of Publication: 
2022
Citation: 
[Journal:] Electronic Markets [ISSN:] 1422-8890 [Volume:] 32 [Issue:] 2 [Publisher:] Springer [Place:] Berlin, Heidelberg [Year:] 2022 [Pages:] 687-699
Publisher: 
Springer, Berlin, Heidelberg
Abstract: 
The widespread diffusion of digital technologies along with evolving consumer behaviors and requirements have fostered the emergence of omnichannel businesses, i.e., firms that can exploit integrated processes and information systems to realize a seamless and consistent consumer experience across a plenitude of digital and physical channels. To date, omnichannel research has been cluttered and characterized by significant terminological ambiguity that creates unnecessary challenges for researchers and markeeters trying to navigate and advance research and practice in this area. This fundamentals article seeks to address this problem by presenting a definition of omnichannel business that is grounded in its unique characteristics involving technology, organizational, and market perspectives and clearly distinguishes omnichannel from other terms, such as multi-channel or cross-channel. We leverage this conceptual clarity to analyze and structure the previous research on omnichannel business and conclude with an integrated framework that signifies fields of interest for future omnichannel business research.
Subjects: 
Omnichannel business
Omnichannel commerce
Multichannel business
E-commerce
Channel choice
Cross-channel
JEL: 
O330
M100
Persistent Identifier of the first edition: 
Creative Commons License: 
cc-by Logo
Document Type: 
Article
Document Version: 
Published Version

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