Some firms have successfully harnessed artificial intelligence (AI) to create unparalleled wealth, while most around them have failed to do so. This managerial challenge has led to recent calls for research to answer the question of how firms can use AI to create and appropriate economic value....

Purpose: The purpose of this paper is to investigate the omnichannel practices to porpose a conceptual overview to offer guidance on how to handle their inherent complexities. Design/methodology/approach: This study is based on a literature review of more than 100 academics papers about the...