Abstract:
In this paper, we aim to analyze the current state of academic research focused on omnichannel strategy or Omni-Channel Retailing (OCR) and digital transformation in the retail sector. To achieve this objective, we conduct a systematic literature review using the Web of Science Core Collection database. The keywords forming the search equation will be explained and justified, as well as the selection criteria and patterns used to choose the articles included in this literature review. From this analysis, we identify the existing lines of research and propose potential future research directions to further advance this field. Specifically, there is a clear need to delve deeper into the analysis of OCR and digital transformation from the perspective of the company itself (e.g., strategy, management, and organization).
Keywords: Omnichannel, digitalization, management, phygital, retail
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