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Vananh Phamthi on Muck Rack

Vananh Phamthi

As seen in: Dialnet - Universidad de La Rioja
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Articles

From fragmentation to value cocreation: A meta-review of omnichannel research

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By Ákos Nagy, Nguyen Minh, Nguyễn Minh, Vananh Phamthi
| Dialnet - Universidad de La Rioja
This study conducted a meta-review (a systematic review of systematic reviews) to critically synthesize the existing body of omnichannel literature. By treating prior reviews as the unit of analysis, this study analyzes 38 reviews and systematic reviews, covering over 5,000 studies, to identify recurring conceptual patterns, inconsistencies, and blind spots in the current omnichannel landscape.
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