Omnichannel Management in a B2B context: Concept, research agenda and bibliometric review

Alonso-Garcia, Javier; Pablo-Martí, Federico; Barriopedro, Estela Núñez

doi:10.24867/ijiem-2021-1-275

Cited by 6 publications

(18 citation statements)

References 42 publications

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“…Recent insights suggest the COVID-19 pandemic has driven increases in the provision of services through digital channels by companies whose clients are other companies (Alonso-Garcia et al , 2021b). The result is that once traditional touchpoints are being joined by those within the digital channel.…”

Section: Resultsmentioning

confidence: 99%

“…Labrecque et al (2013) reason that the balance of power has shifted from marketer to B2B customer, resulting in a greater need to develop communication strategies that help facilitate modern consumer-driven generated actions. B2B OCM strategies require the transformation of the selling process while simultaneously absorbing the cost of adopting new technologies (Alonso-Garcia et al , 2021a, 2021b). B2B sellers face challenges across all stages of the customer journey as organisational silos can inhibit process fluidity and data extraction (Forrester, 2015).…”

Section: Discussionmentioning

confidence: 99%

“…As B2B customers expect a consistent and personalised experience in every stage of their purchasing journey across the omni-channel (Forrester, 2015), B2B sellers are expected to provide omni-channel strategies that can meet individual needs (Forrester, 2015). However, despite growing interest in this phenomena within B2B customer behaviour literature (Alonso-Garcia et al , 2021a, 2021b; Aichner and Gruber, 2017; Pawlowski and Patuszak, 2016), OCM research is still in its infancy (Palmatier et al , 2019; Berman and Thelen, 2018; Cummins et al , 2016; Juaneda Ayensa et al , 2016) and the B2B customer perspective has rarely been studied (Alonso-Garcia et al , 2021a, 2021b; Forrester, 2015). Emerging OCM literature which adopts a B2B perspective reveals an under-examined strategic capability in areas such as logistics and distribution (Wieczerniak and Milczarek, 2019), the infiltration of technology (Fujimura and Ishino, 2020), the advancement of B2B omni-channel (OC) management (Alonso-Garcia et al , 2021a, 2021b) and the impact of digital technology on B2B buyer-supplier relationship development (Kauffman and Pointer, 2021; Gavin et al , 2020), reinforcing the need to systematically review what has been found to date.…”

Section: Introductionmentioning

confidence: 99%

“…Forrester’s (2015) report reinforces this point, stating that “while many B2B sellers have made progress in developing discrete digital touchpoints, most struggle with weaving them all together with their existing channels to create an engaging and seamless omni-channel customer experience” (p. 1). More recently, Alonso-Garcia et al (2021a, 2021b) highlighted a shortage of B2B omni-channel research before proposing the first model of OC management in the industrial field. It is, therefore, concluded that B2B omni-channel research and, more specifically, OCM research is in an infantile state, warranting conceptualisation within this paper.…”

Section: Introductionmentioning

confidence: 99%

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The emergence of B2B omni-channel marketing in the digital era: a systematic literature review

Hayes

Kelliher

2022

JBIM

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Purpose This paper aims to provide a systematic review of omni-channel marketing (OCM) literature and explore how it relates to business-to-business (B2B) marketing campaign development in the digital era. OCM’s evolution is tracked, exposing the areas in which research is most prevalent while also recognising knowledge gaps. Informed by these literature insights, the changing B2B channel dynamics that present within a digital era customer journey are appraised. An OCM model for B2B marketing campaign development is produced and avenues to further research are presented. Design/methodology/approach This paper uses a systematic approach to explore OCM literature. This review informs an OCM model for B2B marketing campaign development to help advance conceptualisation of OCM B2B customer engagement as an emerging phenomena in the digital era. Findings With just 21 papers identified, OCM is assumed to fit the criteria of an emerging concept as proposed in previous research studies. The proposed model presents the changing B2B omni-channel dynamics that can be used to create B2B OCM strategies, incorporating the myriad of B2B customer channels and touchpoints currently fabricating the modern B2B marketing terrain. Research limitations/implications Conceptual in nature, there is a need for more empirical research to fully comprehend the emerging OCM landscape and how it relates to B2B customer dynamics. Originality/value This research provides much-needed conceptualisation of data capture and management strategies for B2B marketing campaign development across the omni-channel in the digital era. While systematic literature reviews exist within the OCM realm, none have charted the current OCM literature.

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Section: Resultsmentioning

confidence: 99%

Section: Discussionmentioning

confidence: 99%

Section: Introductionmentioning

confidence: 99%

Section: Introductionmentioning

confidence: 99%

See 2 more Smart Citations

The emergence of B2B omni-channel marketing in the digital era: a systematic literature review

Hayes

Kelliher

2022

JBIM

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show abstract

“…In addition, it would be good to pay additional attention to B2B strategies in the future. This type of customer relationship covers all segments of the supply chain: from manufacturers to suppliers to distributors, and literature reviews show that there is currently a gap in the literature [29].…”

Section: Discussion and Future Ijiem Opportunitiesmentioning

confidence: 99%