Marchet, Gino; Melacini, Marco; Perotti, Sara; Rasini, … - In: International Journal of Physical Distribution & … 48 (2018) 4, pp. 439-464
Purpose: Companies are currently moving from multi-channel strategies to offer their customers an omni-channel (OC) experience. So far, OC research has been mainly tackled from a sales-based view, with numerous operational challenges to be fully investigated yet. The purpose of this paper is to...