Omni-channel integration: the matter of information and digital technology
| dc.contributor.author | Saghiri, Soroosh | |
| dc.contributor.author | Mirzabeiki, Vahid | |
| dc.date.accessioned | 2021-10-14T18:32:10Z | |
| dc.date.available | 2021-10-14T18:32:10Z | |
| dc.date.issued | 2021-09-27 | |
| dc.description.abstract | This 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/approach A 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. Findings This 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/implications The 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/value This 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. | en_UK |
| dc.identifier.citation | Saghiri S, Mirzabeiki V. (2021) Omni-channel integration: the matter of information and digital technology. International Journal of Operations and Production Management, Volume 41, Number 11, November 2021, pp. 1660-1710 | en_UK |
| dc.identifier.issn | 0144-3577 | |
| dc.identifier.uri | https://doi.org/10.1108/IJOPM-04-2021-0262 | |
| dc.identifier.uri | http://dspace.lib.cranfield.ac.uk/handle/1826/17170 | |
| dc.language.iso | en | en_UK |
| dc.publisher | Emerald | en_UK |
| dc.rights | Attribution-NonCommercial 4.0 International | * |
| dc.rights.uri | http://creativecommons.org/licenses/by-nc/4.0/ | * |
| dc.subject | Omni-channel | en_UK |
| dc.subject | Data flow integration | en_UK |
| dc.subject | Information and Digital Technology (IDT) | en_UK |
| dc.subject | Complex Adaptive System | en_UK |
| dc.subject | Inter-organizational governance | en_UK |
| dc.title | Omni-channel integration: the matter of information and digital technology | en_UK |
| dc.type | Article | en_UK |