From a Multichannel to an Optichannel Strategy in Retail
This paper presents the first systematic literature review (SLR) that includes the concept of an optichannel strategy, examining the main principles, key characteristics, and implications for retailers when switching from a multichannel to an optichannel approach. The SLR was made using Web of Scien...
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| Main Authors: | , |
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| Format: | Article |
| Language: | English |
| Published: |
MDPI AG
2025-03-01
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| Series: | Journal of Theoretical and Applied Electronic Commerce Research |
| Subjects: | |
| Online Access: | https://www.mdpi.com/0718-1876/20/1/45 |
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