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Omnicanalidad como estrategia competitiva: una revisión conceptual y dimensional

Author

Listed:
  • Marisol Valencia Cárdenas
  • Mayerlin Roldán Sepúlveda
  • Diego Alejandro López Cadavid
  • Jorge Anibal Restrepo Morales
  • Juan Gabriel Vanegas López

Abstract

La digitalización ha dado lugar a la aparición de conceptos como la omnicanalidad. Así, esta investigación tuvo como objetivo desarrollar una revisión teórica, a través de un análisis de mapa de redes temáticas y entrevistas con expertos, para describir las áreas empresariales críticas del proceso y sus dimensiones. Las áreas empresariales importantes en las que se presenta la estrategia son la cadena de suministro e inventarios, el marketing y los modelos de negocio y las tecnologías digitales. Entre las dimensiones encontradas se encuentran el mercadeo digital y los sistemas de fidelización y empoderamiento de los clientes en canales en línea y fuera de línea; sistemas de información digital, integrados en tiempo real a la cadena de suministro; y plataformas para la captura, analítica e intercambio de grandes volúmenes de datos en interacción con los clientes. En la revisión realizada, se encontró que la omnicanalidad es más rentable que otras estrategias, optimiza entregas, rotación de inventarios y costos.

Suggested Citation

  • Marisol Valencia Cárdenas & Mayerlin Roldán Sepúlveda & Diego Alejandro López Cadavid & Jorge Anibal Restrepo Morales & Juan Gabriel Vanegas López, 2022. "Omnicanalidad como estrategia competitiva: una revisión conceptual y dimensional," Estudios Gerenciales, Universidad Icesi, vol. 38(164), pages 370-384, September.
    • Handle: RePEc:col:000129:020407
    DOI: 10.18046/j.estger.2022.164.5006
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    References listed on IDEAS

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    More about this item

    Keywords

    omnicanalidad; transformación digital; cadenas de suministro; mercadeo digital.;
    All these keywords.

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
    • Q55 - Agricultural and Natural Resource Economics; Environmental and Ecological Economics - - Environmental Economics - - - Environmental Economics: Technological Innovation

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