{"title":"Omni-channel integration: the matter of information and digital technology","authors":"S. Saghiri, Vahid Mirzabeiki","doi":"10.1108/ijopm-04-2021-0262","DOIUrl":null,"url":null,"abstract":"PurposeThis paper aims to explore how omni-channel data flows should be integrated by specifying what data, omni-channel agents and information and digital technologies (IDTs) should be considered and connected.Design/methodology/approachA multiple case study method is used with 17 British companies. The studies are supported by 68 interviews with the case companies and their consumers, 5 site visits, 4 focus group meetings and the companies’ archival data and documentations.FindingsThis paper provides novel frameworks for omni-channel data flow integration from consumer and business perspectives. The frameworks consist of omni-channel agents, their data transactions and their supporting IDTs. Relatedly, this paper formalizes the omni-channel data flow integration in the forms of horizontal, vertical and total integrations and explores their contributions to the adaptability of omni-channel, as a complex adaptive system (CAS). It also discusses that how inter-organizational governance mechanisms can support data flow integration and their relevant IDT implementations.Research limitations/implicationsThe breadth and depth of the required IDTs for omni-channel integration prove the necessity for omni-channel systems to move toward total integration. Therefore, supported by CAS and inter-organizational governance theories, this research indicates how data flow integration and IDT can transform the omni-channel through self-organization and autonomy capability enhancement.Originality/valueThis research’s recommended frameworks provide a robust platform to formalize data flow integration as the omni-channel's core driver. Accordingly, it moves the literature from a basic description of “what omni-channel is” and provides a novel and significant debate on what specific data should be shared at what levels between which agents of the omni-channel, and with what type of relationship governance mechanism, to assure omni-channel horizontal, vertical and total integrations.","PeriodicalId":14234,"journal":{"name":"International Journal of Operations & Production Management","volume":" ","pages":""},"PeriodicalIF":7.1000,"publicationDate":"2021-09-27","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":"6","resultStr":null,"platform":"Semanticscholar","paperid":null,"PeriodicalName":"International Journal of Operations & Production Management","FirstCategoryId":"91","ListUrlMain":"https://doi.org/10.1108/ijopm-04-2021-0262","RegionNum":2,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"Q1","JCRName":"MANAGEMENT","Score":null,"Total":0}
引用次数: 6
Abstract
PurposeThis paper aims to explore how omni-channel data flows should be integrated by specifying what data, omni-channel agents and information and digital technologies (IDTs) should be considered and connected.Design/methodology/approachA multiple case study method is used with 17 British companies. The studies are supported by 68 interviews with the case companies and their consumers, 5 site visits, 4 focus group meetings and the companies’ archival data and documentations.FindingsThis paper provides novel frameworks for omni-channel data flow integration from consumer and business perspectives. The frameworks consist of omni-channel agents, their data transactions and their supporting IDTs. Relatedly, this paper formalizes the omni-channel data flow integration in the forms of horizontal, vertical and total integrations and explores their contributions to the adaptability of omni-channel, as a complex adaptive system (CAS). It also discusses that how inter-organizational governance mechanisms can support data flow integration and their relevant IDT implementations.Research limitations/implicationsThe breadth and depth of the required IDTs for omni-channel integration prove the necessity for omni-channel systems to move toward total integration. Therefore, supported by CAS and inter-organizational governance theories, this research indicates how data flow integration and IDT can transform the omni-channel through self-organization and autonomy capability enhancement.Originality/valueThis research’s recommended frameworks provide a robust platform to formalize data flow integration as the omni-channel's core driver. Accordingly, it moves the literature from a basic description of “what omni-channel is” and provides a novel and significant debate on what specific data should be shared at what levels between which agents of the omni-channel, and with what type of relationship governance mechanism, to assure omni-channel horizontal, vertical and total integrations.
期刊介绍：
The mission of the International Journal of Operations & Production Management (IJOPM) is to publish cutting-edge, innovative research with the potential to significantly advance the field of Operations and Supply Chain Management, both in theory and practice. Drawing on experiences from manufacturing and service sectors, in both private and public contexts, the journal has earned widespread respect in this complex and increasingly vital area of business management.
Methodologically, IJOPM encompasses a broad spectrum of empirically-based inquiry using suitable research frameworks, as long as they offer generic insights of substantial value to operations and supply chain management. While the journal does not categorically exclude specific empirical methodologies, it does not accept purely mathematical modeling pieces. Regardless of the chosen mode of inquiry or methods employed, the key criteria are appropriateness of methodology, clarity in the study's execution, and rigor in the application of methods. It's important to note that any contribution should explicitly contribute to theory. The journal actively encourages the use of mixed methods where appropriate and valuable for generating research insights.
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