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Keywords: Omnichannel retail
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Journal Articles
Omnichannel as a driver of digitalization: evidence from the emerging market in the fashion industry
Journal of Fashion Marketing and Management: An International Journal (2023) 27 (5): 905–923.
Published: 02 February 2023
.... Originality/value The results of this study not only verify the theoretical concepts and assumptions of technologies supporting omnichannel retail but also offer a practical roadmap for creating omnichannel solutions providing the best customer experience. Natalia Szozda is the corresponding author...
