Special Issue Information Special Issue Call for Paper Other Special Issues on this journal Closed Special Issues
Omnichannel Business: Opportunities and Challenges

Omnichannel Business: Opportunities and Challenges

Impact Score 5.12


Special Issue Information

Submission Deadline: 31-12-2016
Journal Impact Score: 5.12
Journal Name: Decision Support Systems
Publisher: Decision Support Systems

Special Issue Call for Papers

Guest Editors

Christy M.K. Cheung (Primary Contact)
Associate Professor
Department of Finance and Decision Sciences
Hong Kong Baptist University
Email: [email protected]
Phone: +852 3411-2102

Yang Chen
School of Business Administration
Southwestern University of Finance and Economics
Email: [email protected]
Phone: +86 2887092184

Chee-Wee Tan
Associate Professor
Department of IT Management
Copenhagen Business School
Email: [email protected]
Phone: +45 4185-2149


Advances in technology have blurred the lines between physical and virtual environments, giving rise to the rapid development of omnichannel businesses in which online and offline channels converge to deliver a seamless shopping experience (Choudhury and Karahanna 2008). Omnichannel businesses are becoming increasingly pervasive because consumers tend to alternate between online and offline sales channels (Verhoef et al. 2007). It is not unusual for consumers to acquire product information in one channel (e.g., browsing in local store) and purchase the product in another (e.g., e-commerce website). For this reason, omnichannel businesses represent an unprecedented opportunity for retailers to leverage synergies between both channels in synchronizing their interactions with consumers across multiple touchpoints (Brynjolfsson et al. 2013). Specifically, by embracing an omnichannel business model, retailers can deploy a wide range of technologies to track consumer behavior across both physical and virtual environments, leading to a more complete understanding of each consumer for delivering a tailored shopping experience. Indeed, studies have shown that consumers who utilize multiple channels to interact with a single retailer tend to exhibit higher levels of satisfaction and loyalty (Wallace et al. 2004).

Yet, despite the benefits of omnichannel businesses, challenges remain. Omnichannel businesses are not only plagued by problems of cross-channel free riding (i.e., consumers switching among retailers when moving across channels) (Chiu et al. 2011), but they also face immense competition from pure online retailers in terms of product pricing due to their need to upkeep their costly physical infrastructures (e.g., brick-and-mortar stores) (Neslin et al. 2006). Furthermore, tighter integration between online and offline communication channels raises concerns about business ethics, consumer privacy and data security. In light of such issues, omnichannel businesses provide a rich context for investigating fundamental questions pertaining to the complementary roles of online and offline channels in retail.

The purpose of this special issue is to initiate discourse on the latest development in omnichannel business by embracing both retrospective and progressive views of how omnichannel businesses have evolved or would transform in the future. The special issue is open to all methodological approaches (e.g., analytical modeling, experiments, surveys and case studies), but models and/or new techniques must be rigorously validated. We especially welcome submissions that identify and address knowledge gaps in the following areas: (1) challenges and opportunities associated with omnichannel business; (2) emerging business models anchored on distinct modes of value creation and capturing made possible through integration of online and offline channels, and/or; (3) the role and impact of emerging technologies in realizing omnichannel businesses. Submissions on other topics relating to omnichannel business are also welcome.

Researchers with ideas for topics related to this special issue on omnichannel businesses are strongly encouraged to consult with the editors via email before submitting their papers.

Topics of interest:

All submissions will be reviewed based on rigorous scientific criteria, with a special emphasis on the novelty of the contribution to both theory and practice. The regular initial screening processes of the journal will be carefully followed. Potential topics of interest to this special issue include but are not limited to:

Omnichannel business models and managerial strategies
Value creation and capturing in omnichannel businesses
Effects of technological innovations (e.g., social media, mobile devices, context-aware computing applications, in-store digital solutions and wearable technologies) on omnichannel businesses
Omnichannel retailing and consumer behavior
Supply-chain redesign and hybrid logistics in omnichannel businesses
Data and analytics in omnichannel businesses
Policy, governance, security and privacy issues related to omnichannel businesses

Submission Guideline:

Submitted papers should not be more than 34 pages, double spaced and using 11 point font size including abstract, text, figures/tables and references. More information about manuscript preparation can be found here:



Brynjolfsson, E., Hu Y. J. and Rahman, M. S., (2013), “Competing in the Age of Omnichannel Retailing,” MIT Sloan Management Review (54:4), 2013, pp. 23-29.
Chiu, H.-C., Hsieh, Y.-C., Roan, J., Tseng, K.-J. and Hsieh, J.-K. “The Challenge for Multichannel Services: Cross-Channel Free-Riding Behavior,” Electronic Commerce Research and Applications (10:2), 2011, pp. 268–277.
Choudhury, V., and Karahanna, E. “The Relative Advantage of Electronic Channels: A Multidimensional View,” MIS Quarterly (32:1), 2008, pp. 179–200.
Neslin, S. A., Grewal, D., Leghorn, R., Shankar, V., Teerling, M. L., Thomas, J. S. and Verhoef, P. C. “Challenges and Opportunities in Multichannel Customer Management,” Journal of Service Research (9:2), 2006, pp. 95 –112.
Verhoef, P. C., Neslin, S. A. and Vroomen, B. “Multichannel Customer Management: Understanding the Research-Shopper Phenomenon,” International Journal of Research in Marketing (24:2), 2007, pp. 129–148.
Wallace, D. W., Giese, J. L. and Johnson, J. L. “Customer Retailer Loyalty in the Context of Multiple Channel Strategies,” Journal of Retailing (80:4), 2004, pp. 249–263.

Important Dates

Paper submission deadline: December 31st, 2016
Review deadline: March 31st, 2017
Initial decision and author notification: April 15th, 2017
Submission deadline for papers invited for revision: June 30th, 2017
Final decision of acceptance: September 30th, 2017

Associate Editors

Jose Benitez, University of Granada, [email protected]

Ben Choi, University of New South Wales, [email protected]

Ioanna Constantiou, Copenhagen Business School, [email protected]

Camille Grange, HEC Montreal, [email protected]

John Qi Dong, University of Groningen, [email protected]

Cheng Suang Heng, National University of Singapore, [email protected]

J.J. Po-An Hsieh, Georgia State University, [email protected]

Mathias Klier, University of Ulm, [email protected]

Kevin Kuan, University of Sydney, [email protected]

Zach W. Y. Lee, University of Nottingham Ningbo China, [email protected]

Huigang Liang, East Carolina University, [email protected]

Eric T. K. Lim, University of New South Wales, [email protected]

Yong Liu, Aalto University, [email protected]

Si Shi, Southwestern University of Finance and Economics, [email protected]

Ayoung Suh, City University of Hong Kong, [email protected]

Juliana Sutanto, Lancaster University, [email protected]

Daniel Veit, University of Augsburg, [email protected]

Yi Wang, Shantou University, [email protected]

Bo Sophia Xiao, University of Hawaii at Mānoa, [email protected]

Xin Xu, The Hong Kong Polytechnic University, [email protected]

Kem Z. K. Zhang, University of Science and Technology of China, [email protected]

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Closing date: 15-07-2020 G2R Score: 5.12
Omnichannel Business: Opportunities and Challenges

Omnichannel Business: Opportunities and Challenges

Decision Support Systems
Closing date: 31-12-2016 G2R Score: 5.12