Abstract
Purpose: The aims of this paper are to (1) identify, evaluate and structure the research that focuses on omni-channel retailing from the perspective of logistics and supply chain management, and (2) to reveal the intellectual foundation of omni-channel retailing research. Methodology: The paper applies a multi-method approach by conducting a content-analysis-based literature review of 70 academic papers. Based on the reference lists of these papers, we performed a citation and co-citation analysis based on the 34 most frequently cited papers. This analysis included multidimensional scaling, a cluster analysis and factor analysis. Findings: Our study reveals the limited consideration of logistics and supply chain management literature in the foundation of the omni-channel retailing research. Further, we see a dominance of empirical research as compared to conceptual and analytical research. Overall, there is a focus on the Western retail context in this research field. The intellectual foundation is embedded in the marketing discipline and can be characterised as lacking a robust theoretical foundation. Value: The contribution of this research is identifying, evaluating and structuring the literature of omni-channel research and providing an overview of the state of the art of this research area considering its interdisciplinary nature. This paper thus supports researchers looking to holistically comprehend, prioritise and use the underpinning literature central to the phenomena of omni-channel retailing. For practitioners and academics alike, our findings can trigger and support future research and an evolving understanding of omni-channel retailing.