Omnichannel Value Chain: Mapping Digital Technologies for Channel Integration Activities
Omnichannel Value Chain: Mapping Digital Technologies for Channel Integration Activities
Rehan Iftikhar,Zohreh Pourzolfaghar,M. Helfert
2019 · DOI: 10.1007/978-3-030-49644-9_5
Integrated Spatial Databases · 13 Citations
TLDR
An omnichannel value chain model underpinned by Porter’s value chain is introduced and ten channel integration activities for value creation are presented by carrying out a comprehensive synthesis of current research on Omnichannel retailing.