Omnichannel business research: Opportunities and challenges

摘要

Detailing the opportunities and challenges of omnichannel business, this paper serves as an editorial note to the corresponding special issue. We advance a framework that delineates extant literature on omnichannel business into four predominant research streams according to their perspective (i.e., consumer versus retailer) and research orientation (i.e., diagnostic versus prescriptive). For each of the four research streams, we articulate its current state of research and describe how select articles assembled in this special issue enhance the stream.