Figure 3
The diagram shows a set of detailed concepts on the left and their grouped, higher-level categories on the right. Lines connect the individual concepts to the categories. The top two concepts, “Current state of business” and “Strategy and future ambitions,” are connected to a box on the right labeled “Organizational Structure.” The next three concepts, “Employees‘ attitude,” “Managers driving change,” and “Building partnerships,” are connected to a box on the right labeled “Change Management towards Omnichannel.” A large group of concepts, including “Strength to change,” “Complexity of implementing omnichannel,” “Internal limitations,” “Benefits of information sharing or integration,” “Determinants of information sharing or integration,” and “Shift in employees’ work tasks,” are all connected to a box on the right labeled “Capabilities and Competences.” The next three concepts, “Customer data management,” “B 2 C experience,” “B 2 B experience,” and “Legal requirements affecting customer experience,” are connected to a box on the right labeled “Customer Focus.” The final two concepts, “Challenges” and “Opportunitets,” are connected to a box on the right labeled “Digitalization and Technology.”Emergent perceptions of digital transformation categories toward omni channel. Figure by authors