ABSTRACT
The COVID-19 pandemic has driven increases in the provision of services through digital channels, even by more traditional companies. An Omnichannel model of service provision poses new management challenges for companies. This research reviews the literature on Omnichannel Management by companies whose clients are other companies (B2B) and classifies the different areas of research to date. The principal finding is that, despite considerable academic interest in Omnichannel management, there have been few studies of Omnichannel in the B2B field. This emphasizes a significant research gap to address. We have also outlined the Research Agenda to highlight future lines of research.
ABSTRACT
In recent years, academics and professionals have proposed omnichannel management as the best approach to offering multiple channels to end customers. This approach has been reinforced by the recent crisis caused by Covid-19 and the consequent demand for digital channels. In the current literature there is an evident gap in the study of omnichannel management for manufacturing or wholesale companies and their relationships with other companies, which typically use B2B models. This article includes a model that permits the identification of causal characteristics in omnichannel management based on fuzzy cognitive maps (FCM), the simulation of possible scenarios and the impact that changes in the environment or in the organization's internal activities may have on omnichannel management. From the results of a Delphi process based on an international Panel of Experts and using complexity theory, a Fuzzy Cognitive Map (FCM) was built that can serve as a reference for B2B omnichannel management. The main value of the research is provided by the practical model that allows simulating what-if scenarios, that is, with the modification of the input conditions with respect to a base scenario and thus favors directing the omnichannel strategy to be followed in a B2B field.