Omnichannel: What has been studied in small and medium-sized enterprises?
DOI:
https://doi.org/10.53946/rmrreview.v4i1.42Keywords:
Omnichannel, Pequenas e médias empresas, SME, Revisão de LiteraturaAbstract
Objective: The objective of this article is to systematize publications on omnichannel in small and medium-sized enterprises and identify the themes being addressed in this area, highlighting characteristics that aid in understanding what is being studied or not in this subject.
Methodology/Approach: To achieve this objective, a bibliometric analysis was conducted, identifying the main articles, authors, journals, methodologies, and themes used in the published articles.
Results: It was identified that there are few studies focusing on omnichannel in small and medium-sized enterprises. Noteworthy are the methodological diversities of the studies, and it was found that South Africa is the country that has published the most on this topic.
Theoretical/Methodological Contributions: As a contribution, this research not only structures and organizes the vision of the research regarding studies focusing on omnichannel in small and medium-sized enterprises but also points out possible gaps that can be further explored.
Relevance/Originality: The study highlights numerous research opportunities, such as the lack of studies pinpointing the difficulties in implementing omnichannel in small and medium-sized enterprises, approaches that map the service processes, and define the necessary operational structure.
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