Channel Integration Towards Omnichannel Management: A Literature Review

Item Type Conference or Workshop Item (Paper)

The evolution of technology and the constant digitalisation strongly influence how consumers behave, how markets develop, and how companies and consumers interact. By offering many channels,
companies attempt to react to these developments. In recent years, researchers as well as practitioners have proposed omnichannel management as the best approach to offer several channels. An
omnichannel strategy enables consumers to use channels seamlessly and interchangeably and experience the channels uniquely. However, reality looks different: many channel management approaches coexist in practice, and in research, terms to describe different concepts are used without clear distinctions. This paper seeks to eliminate ambiguities regarding the term omnichannel management. By delimiting the term from related approaches and understanding current topics discussed by omnichannel management research, this paper creates a common basis from which to fully understand the concept. Omnichannel management has shown relevance in many areas, but particularly in retailing, marketing, and information systems (IS) research. IS plays an important role in the implementation of the omnichannel approach because obstacles are often technology-related and companies are strongly dependent on information technology (IT). To move research on omnichannel management forward, this paper proposes directions for further research.

Authors Mirsch, Tobias; Lehrer, Christiane & Jung, Reinhard
Projects Jung, Prof. Dr. Reinhard; Lehrer, Prof. Dr. Christiane; Mirsch, Tobias; Wieneke, Alexander & Rieder, Annamina (2017) Competence Center Digital Service Innovation [applied research project] Official URL
Language English
Subjects information management
HSG Classification contribution to scientific community
HSG Profile Area SoM - Business Innovation
Refereed Yes
Date 27 June 2016
Publisher College of Management, National Chung Cheng University
Place of Publication Chiayi
Title of Book Proceeding of the 20th Pacific Asia Conference on Information Systems (PACIS 2016)
Event Title 20th Pacific Asia Conference on Information Systems (PACIS) 2016
Event Location Chiayi, Taiwan
Event Dates 27.06.-01.07.2016
ISBN 978-9860-4910-29
Official URL
Depositing User Tobias Mirsch
Date Deposited 20 Jul 2016 14:37
Last Modified 04 May 2017 08:45



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Mirsch, Tobias; Lehrer, Christiane & Jung, Reinhard: Channel Integration Towards Omnichannel Management: A Literature Review. 2016. - 20th Pacific Asia Conference on Information Systems (PACIS) 2016. - Chiayi, Taiwan.

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