Deng, Qi; Zhuang, Guijun; Li, Sihan; Yang, Hailong - In: Industrial Management & Data Systems 122 (2022) 7, pp. 1686-1706
Purpose Cross-channel integration improves the operations of multi-channel and omnichannel marketing and increase firms' overall performance. By addressing the extant gaps in current literature, this configurational analysis aims to test the combined effects of organizational, channel and...