Omnichannel: ¿Qué se ha estudiado en las pequeñas y medianas empresas?
DOI:
https://doi.org/10.53946/rmrreview.v4i1.42Palabras clave:
Omnichannel, Pequenas e médias empresas, SME, Revisão de LiteraturaResumen
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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