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A platform for research: civil engineering, architecture and urbanism
Value creation through omnichannel practices for multi-actor customers : An evolutionary view
Purpose – The purpose of this paper is to investigate the omnichannel practices to propose a conceptualoverview to offer guidance on how to handle their inherent complexities. Design/methodology/approach – This study is based on a literature review of more than 100academics papers about the multichannel practices and omnichannel practices in the global market. Findings – To this end, this paper identifies and addresses three limitations of the contemporaryomnichannel literature: the failure to articulate the sources of value creation generated by omnichannelpractices, the conception of omnichannel as targeting a single customer actor only and the static conception ofomnichannel practices. In response to these limitations, this study offers the following: four sources of valuecreation based on the business model concept, a multi-actor customer conception, where several actorspartake in the overall purchase decision and an evolutionary notion of omnichannel practices in terms of theirconstitution and use as part of the overall evolution of a marketplace. Originality/value – The framework presented in this paper provides a map to take new research beyondits current boundaries and an audit tool to help managers identify their firm’s current omnichannel situation,including limitations and opportunities for further development.
Value creation through omnichannel practices for multi-actor customers : An evolutionary view
Purpose – The purpose of this paper is to investigate the omnichannel practices to propose a conceptualoverview to offer guidance on how to handle their inherent complexities. Design/methodology/approach – This study is based on a literature review of more than 100academics papers about the multichannel practices and omnichannel practices in the global market. Findings – To this end, this paper identifies and addresses three limitations of the contemporaryomnichannel literature: the failure to articulate the sources of value creation generated by omnichannelpractices, the conception of omnichannel as targeting a single customer actor only and the static conception ofomnichannel practices. In response to these limitations, this study offers the following: four sources of valuecreation based on the business model concept, a multi-actor customer conception, where several actorspartake in the overall purchase decision and an evolutionary notion of omnichannel practices in terms of theirconstitution and use as part of the overall evolution of a marketplace. Originality/value – The framework presented in this paper provides a map to take new research beyondits current boundaries and an audit tool to help managers identify their firm’s current omnichannel situation,including limitations and opportunities for further development.
Value creation through omnichannel practices for multi-actor customers : An evolutionary view
Costa Climent, Ricardo (author) / Haftor, Darek (author) / Chowdhury, Soumitra (author)
2022-01-01
Local 2021
Article (Journal)
Electronic Resource
English
Carbon Offsetting-Driven Multi-Actor Low-Carbon Collaborative Evolutionary Game Analysis
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