Iftikhar, Rehan and Pourzolfaghar, Zohreh and Helfert, Markus (2020) Omnichannel value chain: Mapping digital technologies for channel integration activities. In: ISD 2019: Advances in Information Systems Development. Lecture Notes in Information Systems and Organisation book series (LNISO 39) . Springer, pp. 74-92. ISBN 9783030496432

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Abstract

To provide a seamless customer experience across different channels, researchers and practitioners have proposed the creation of an omnichannel retailing environment by integrating online and offline retail channels. However, retailers are struggling with the selection and implementation of suitable technologies to add value through channel integration. Despite the strong practical need, this issue has not been effectively addressed in the academic literature. This paper introduces an omnichannel value chain model underpinned by Porter’s value chain and presents ten channel integration activities for value creation by carrying out a comprehensive synthesis of current research on omnichannel retailing. We also identify the technology related challenges faced by retailers in the execution of these channel integrating activities drawing upon a case study with an Irish retailer. Enabling digital technologies are then mapped to these activities that provide a guideline for retailers to select appropriate technologies for the value creation activities

Item Type:	Book Section
Additional Information:	Cite as: Iftikhar R., Pourzolfaghar Z., Helfert M. (2020) Omnichannel Value Chain: Mapping Digital Technologies for Channel Integration Activities. In: Siarheyeva A., Barry C., Lang M., Linger H., Schneider C. (eds) Advances in Information Systems Development. ISD 2019. Lecture Notes in Information Systems and Organisation, vol 39. Springer, Cham. https://doi.org/10.1007/978-3-030-49644-9_5
Keywords:	Channel integration; Omnichannel retail; Digital technologies; Value chain; Technology mapping;
Academic Unit:	Faculty of Social Sciences > Research Institutes > Innovation Value Institute, IVI Faculty of Social Sciences > School of Business
Item ID:	13678
Identification Number:	https://doi.org/10.1007/978-3-030-49644-9_5
Depositing User:	Rehan Iftikhar
Date Deposited:	26 Nov 2020 17:30
Publisher:	Springer
Refereed:	Yes
URI:	Publisher
Use Licence:	This item is available under a Creative Commons Attribution Non Commercial Share Alike Licence (CC BY-NC-SA). Details of this licence are available here

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