Abstract
Omnichannel Management in a B2B context: Concept, research agenda and bibliometric review
Highlights
Studies have been carried out of the management of several channels in sectors as diverse as marketing, the retail industry, and information system implementation
A research agenda focused on Omnichannel Management is drawn up since it is the main objective of the study
These were defined by the co-citation analysis shown in Figure 3 and were all written after the definition of the Omnichannel concept
Summary
Studies have been carried out of the management of several channels in sectors as diverse as marketing, the retail industry, and information system implementation. A line of research emerges from these studies that focuses on the internal impact for companies and analyzes the effect of implementing online channels compared to traditional ones [1]. The key question from a management perspective was whether a company should offer one or more online channels [2]. In today's digital environment it is accepted that several channels must be involved in delivery and customer service, so the question to be solved is how the many channels can be handled uniformly, in order to maximize the consumer experience [3]. The earliest academic papers on Omnichannel [7] highlight the impact that Omnichannel management will have on companies that offer products and services to end consumers, and on manufacturers and wholesalers, i.e. in the field of trade between companies (B2B)
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