Saghiri, Soroosh; Mirzabeiki, Vahid - In: International Journal of Operations & Production Management 41 (2021) 11, pp. 1660-1710
Purpose: This paper aims to explore how omni-channel data flows should be integrated by specifying what data, omni-channel agents and information and digital technologies (IDTs) should be considered and connected. Design/methodology/approach: A multiple case study method is used with 17 British...