Omnichannel: O que tem sido estudado em pequenas e médias empresas?
DOI :
https://doi.org/10.53946/rmrreview.v4i1.42Mots-clés :
Omnichannel, Pequenas e médias empresas, SME, Revisão de LiteraturaRésumé
Objetivo do estudo: o objetivo desse artigo é sistematizar as publicações sobre omnichannel em pequenas e médias empresas, e identificar os temas que estão sendo abordados nessa área, apontando características que ajudem na compreensão do que se está ou não estudando nesse tema.
Metodologia/abordagem: Para alcançar o objetivo, foi realizado uma análise bibliométrica, apontando os principais artigos, autores, os periódicos, metodologia e temática utilizada pelos artigos publicados.
Principais resultados: Foi identificado haver poucos estudos com o foco em omnichannel em pequenas e médias empresas. Destaque para as diversidades metodológicas dos estudos, além de ter sido identificado que a África do Sul é país que mais publicou sobre o tema.
Contribuições teóricas/metodológicas: Como contribuição, além de estruturar e organizar a visão das pesquisas a respeito dos estudos com o foco em omnichannel em pequenas e médias empresas, a pesquisa aponta possíveis gaps que podem ser melhor explorados.
Relevância/originalidade: O estudo aponta que há muitas oportunidades de pesquisa, há carência, por exemplo: estudos que apontem as dificuldades, para implementação de omnichannel em pequenas e médias empresas; abordagens que mapeiam os processos de atendimento e definam o que é necessário de estrutura operacional.
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