Omnichannel: ¿Qué se ha estudiado en las pequeñas y medianas empresas?

Autores/as

  • Lucas Santiago Universidade Paulista - UNIP, São Paulo, (Brasil)
  • Mauro Vivaldini Universidade Paulista - UNIP, São Paulo, (Brasil)

DOI:

https://doi.org/10.53946/rmrreview.v4i1.42

Palabras clave:

Omnichannel, Pequenas e médias empresas, SME, Revisão de Literatura

Resumen

Objetivo: El objetivo de este artículo es sistematizar las publicaciones sobre omnichannel en pequeñas y medianas empresas e identificar los temas que se abordan en esta área, resaltando las características que ayuden a comprender qué se está investigando o no en este tema.

Metodología/Aproximación: Para lograr este objetivo, se realizó un análisis bibliométrico que señaló los principales artículos, autores, revistas, metodologías y temas utilizados en los artículos publicados.

Principales resultados: Se identificó que hay pocos estudios que se centran en la omnichannel en pequeñas y medianas empresas. Destacan las diversidades metodológicas de los estudios, y se encontró que Sudáfrica es el país que más ha publicado sobre este tema.

Contribuciones teóricas/metodológicas: Como contribución, esta investigación estructura y organiza la visión de la investigación con respecto a los estudios centrados en la omnichannel en pequeñas y medianas empresas, y también señala posibles brechas que pueden ser exploradas más a fondo.

Relevancia/Originalidad: El estudio destaca numerosas oportunidades de investigación, como la falta de estudios que señalen las dificultades en la implementación de la omnichannel en pequeñas y medianas empresas, enfoques que mapeen los procesos de atención y definan la estructura operativa necesaria.

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Biografía del autor/a

Lucas Santiago, Universidade Paulista - UNIP, São Paulo, (Brasil)

Engenheiro Civil pela Universidade Paulista - UNIP, São Paulo, (Brasil).

Mauro Vivaldini, Universidade Paulista - UNIP, São Paulo, (Brasil)

Doutorado em Engenharia de Produção pela Universidade Metodista de Piracicaba - UNIMEP, São Paulo, (Brasil). Professor da pós-graduação em Administração da Universidade Paulista - UNIP, São Paulo.

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2023-09-01

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Santiago, L., & Vivaldini, M. (2023). Omnichannel: ¿Qué se ha estudiado en las pequeñas y medianas empresas?. Retail Management Review, 4(1), e42. https://doi.org/10.53946/rmrreview.v4i1.42

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