Version 1.0, October 2026. 98 constructs in 18 families across 7 eras, with 18 imported theories below. Selecting a cell reveals its family, era, block, tier, and anchor works, each anchoring reference linking to the publisher’s page. Explore the 18 Family Deep Dives for granular sub-tables, or visit Resources to use the four interactive analytical tools.
Each cell: number, influence pips, block code, then symbol, construct, and anchor works
open frontier position
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Detached series · Theories imported from adjacent fields, each set near the families it feeds
Series
T
Imported Theories
86IC
Om
Omnichannel
Family
13. Channels and Governance (V · Interfirm Networks)
Era
Period 6: Engagement and Networks, 2010s
Block
IC · Implementation, content
Tier
Landmark
Cell card
Description
They defined the shift from multichannel to omnichannel retailing as the synergetic management of all channels and customer touchpoints to optimize the customer experience and performance across channels.
Managerial Implications
Customers move across channels and touchpoints within a single purchase, so channels must be managed as one system that optimizes the overall experience and performance, not as competing profit centers. Integrate inventory, pricing, and data across channels, measure results at the customer level rather than by channel, and redesign incentives so that store and online teams win together when the customer buys anywhere.
How to read. Down a column follows one research stream through time. Across a row shows what the field studied in an era. Color marks the strategy domain, after Morgan et al. (2019). Pips give an influence tier. Numbers run by era, then family. Placements, anchors, and tiers are editorial judgments, and anchors are entry points rather than a complete record of any stream. Anyone who uses or adapts this table is responsible for verifying its contents against the original works.
