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Omni-channel retailing research – state of the art and intellectual foundation

Erdem Galipoglu (Industrial Services Group, University of Bremen, Bremen, Germany)
Herbert Kotzab (University of Bremen, Bremen, Germany) (Othman Yeop Abdullah Graduate School of Business, Universiti Utara Malaysia, Changlun, Malaysia)
Christoph Teller (Surrey Business School, University of Surrey, UK)
Isik Özge Yumurtaci Hüseyinoglu (Department of Logistics Management, Izmir Ekonomi Universitesi, Izmir, Turkey)
Jens Pöppelbuß (Department of Industrial Sales and Service Engineering, Ruhr-Universitat Bochum, Bochum, Germany)

International Journal of Physical Distribution & Logistics Management

ISSN: 0960-0035

Article publication date: 15 February 2018

Issue publication date: 1 May 2018




The purpose of this paper is twofold: to identify, evaluate and structure the research that focusses on omni-channel retailing from the perspective of logistics and supply chain management; and to reveal the intellectual foundation of omni-channel retailing research.


The paper applies a multi-method approach by conducting a content-analysis-based literature review of 70 academic papers. Based on the reference lists of these papers, the authors performed a citation and co-citation analysis based on the 34 most frequently cited papers. This analysis included multidimensional scaling, a cluster analysis and factor analysis.


The study reveals the limited consideration of logistics and supply chain management literature in the foundation of the omni-channel retailing research. Further, the authors see a dominance of empirical research as compared to conceptual and analytical research. Overall, there is a focus on the Western retail context in this research field. The intellectual foundation is embedded in the marketing discipline and can be characterised as lacking a robust theoretical foundation.


The contribution of this research is identifying, evaluating and structuring the literature of omni-channel research and providing an overview of the state of the art of this research area considering its interdisciplinary nature. This paper thus supports researchers looking to holistically comprehend, prioritise and use the underpinning literature central to the phenomena of omni-channel retailing. For practitioners and academics alike, the findings can trigger and support future research and an evolving understanding of omni-channel retailing.



Galipoglu, E., Kotzab, H., Teller, C., Yumurtaci Hüseyinoglu, I.Ö. and Pöppelbuß, J. (2018), "Omni-channel retailing research – state of the art and intellectual foundation", International Journal of Physical Distribution & Logistics Management, Vol. 48 No. 4, pp. 365-390.



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