What is it about?
In the context of omnichannel retailing, the paper answers the questions of how the knowledge in the field has developed since the first day of conceptualization. Using systematic review approach and statistical software, the research provides a more credible overview of the literature.
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Why is it important?
The research provides insight into the research published in the area, so called research front but not the research foundation. A further in-depth research could go into this direction for further clarification of the research problem.
Perspectives
The review shows the popularity of consumer behavior, retail mix, supply chain design, and omnichannel strategies research in recent years. As though retail mix remains an important area, product assortment mix and service mix are still two areas lack of research attention. Research on impacts of channels on performance in omnichannel context is also vital but neglected.
Dr. Thinh Gia Hoang
Western Sydney University
Read the Original
This page is a summary of: SYSTEMATIC REVIEW OF OMNICHANNEL RETAILING AND FUTURE RESEARCH AVENUES, Global Fashion Management Conference, November 2020, Global Alliance of Marketing and Management Associations,
DOI: 10.15444/gmc2020.07.01.06.
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