Omnichannel como estratégia competitiva: uma revisão conceitual e dimensional

Autores

  • Mayerlin Roldán Sepúlveda Estudiante de Administración Financiera, Facultad de Ciencias Administrativas y Económicas , Tecnológico de Antioquia Institución Universitaria, Medellín, Colombia.
  • Marisol Valencia Cárdenas Profesora de tiempo completo, Facultad de Ciencias Administrativas y Económicas, Tecnológico de Antioquia Institución Universitaria, Medellín, Colombia.
  • Diego Alejandro López Cadavid Docente Investigador, Facultad de Derecho, Institución Universitaria Visión de las Américas, Medellín, Colombia.
  • Jorge Anibal Restrepo Morales Profesor de planta, Facultad de Ciencias Administrativas y Económicas, Tecnológico de Antioquia Institución Universitaria, Medellín, Colombia.
  • Juan Gabriel Vanegas López Profesor de planta, Facultad de Ciencias Administrativas y Económicas, Tecnológico de Antioquia Institución Universitaria, Medellín, Colombia.

DOI:

https://doi.org/10.18046/j.estger.2022.164.5006

Palavras-chave:

omnichannel, transformação digital, redes de abastecimento, marketing digital

Resumo

A digitalização deu origem a conceitos como o omnichannel. Assim, esta pesquisa teve como objetivo desenvolver uma revisão teórica, por meio de análise de mapa de rede temática e entrevistas com especialistas, para descrever as áreas críticas de negócio do processo e suas dimensões. As áreas de negócios importantes, nas quais a estratégia é apresentada, são a cadeia de abastecimento e estoques, marketing e modelos de negócios e tecnologias digitais. Entre as dimensões encontradas estão o marketing digital e os sistemas de fidelização e capacitação de clientes nos canais online e offline; sistemas de informação digital, integrados em tempo real à cadeia de abastecimento; e plataformas para captura, análise e troca de grandes volumes de dados em interação com os clientes. Na revisão realizada, verificou-se que o omnichannel é mais rentável que outras estratégias, pois otimiza entregas, giro de estoque e custos.

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Publicado

2022-09-01

Edição

Seção

Artigos de revisão

Como Citar

Omnichannel como estratégia competitiva: uma revisão conceitual e dimensional. (2022). Estudios Gerenciales, 38(164), 370-384. https://doi.org/10.18046/j.estger.2022.164.5006