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Toward a three-dimensional framework for omni-channel

Author

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  • Saghiri, Soroosh
  • Wilding, Richard
  • Mena, Carlos
  • Bourlakis, Michael

Abstract

The omni-channel, as an emerging trend in retail, aims to coordinate processes and technologies across supply and sales channels. The evolution of this concept is still nascent. This paper develops a conceptual framework for omni-channel systems, configured by three dimensions of channel stage, channel type and channel agent. Integration and visibility are also explored and discussed as the main enablers, which support the implementation of omni-channel framework.

Suggested Citation

  • Saghiri, Soroosh & Wilding, Richard & Mena, Carlos & Bourlakis, Michael, 2017. "Toward a three-dimensional framework for omni-channel," Journal of Business Research, Elsevier, vol. 77(C), pages 53-67.
    • Handle: RePEc:eee:jbrese:v:77:y:2017:i:c:p:53-67
    DOI: 10.1016/j.jbusres.2017.03.025
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