The level of omnichannel use in Polish MSMEs

• Authors: SZYMCZYK Katarzyna
• Languages of publication: EN

Abstracts

EN

Nowadays, trade is shifting mainly to virtual reality. Increasingly more customers, using various types of mobile devices such as computers, smartphones, tablets, look for products and services in online stores, counting on fast, convenient and efficient fulfilment of the order. To meet the customers’ requirements, trade enterprises may implement the omnichannel strategy as a way to streamline the entire sales and distribution system of goods from the store to the customer, ensuring the possibility of continuous monitoring transactions. The paper examines the development of omnichannel strategy by the Polish small and medium enterprises. The underlying assumption of the paper is to identify to what extent the Polish companies concentrate on omnichannel strategy in the functioning of their business. The discussion is based on the results of the study obtained from the CAWI survey, CATI survey, and the in-depth interview conducted among the group of Polish MSMEs in Silesian Voivodeship.

Keywords

EN

omnichannel; multi-channel; management; company; strategy

• Publisher: Politechnika Wrocławska. Oficyna Wydawnicza Politechniki Wrocławskiej
• Journal: Operations Research and Decisions
• Year: 2020
• Volume: 30
• Issue: 3
• Pages: 113-122

Contributors

author

SZYMCZYK Katarzyna

• Faculty of Management, Częstochowa University of Technology, ul. Dąbrowskiego 69, 42-201 Częstochowa

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Identifiers

DOI

10.37190/ord200307