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To date, omnichannel research has been cluttered and characterized by significant terminological ambiguity that creates unnecessary challenges for researchers and markeeters trying to navigate and advance research and practice in this area. This fundamentals article seeks to address this problem by presenting a definition of omnichannel business that is grounded in its unique characteristics involving technology, organizational, and market perspectives and clearly distinguishes omnichannel from other terms, such as multi-channel or cross-channel. We leverage this conceptual clarity to analyze and structure the previous research on omnichannel business and conclude with an integrated framework that signifies fields of interest for future omnichannel business research.<\/jats:p>","DOI":"10.1007\/s12525-021-00511-1","type":"journal-article","created":{"date-parts":[[2022,1,8]],"date-time":"2022-01-08T07:02:35Z","timestamp":1641625355000},"page":"687-699","update-policy":"http:\/\/dx.doi.org\/10.1007\/springer_crossmark_policy","source":"Crossref","is-referenced-by-count":25,"title":["Omnichannel Business"],"prefix":"10.1007","volume":"32","author":[{"ORCID":"http:\/\/orcid.org\/0000-0003-3401-3216","authenticated-orcid":false,"given":"Christiane","family":"Lehrer","sequence":"first","affiliation":[]},{"ORCID":"http:\/\/orcid.org\/0000-0002-8970-958X","authenticated-orcid":false,"given":"Manuel","family":"Trenz","sequence":"additional","affiliation":[]}],"member":"297","published-online":{"date-parts":[[2022,1,8]]},"reference":[{"key":"511_CR1","unstructured":"Amar, J., Jacobson, R., Kleinstein, B., & Shi, A. 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