The Configuration Approach in Omni-Channel-Logistics Research : (A structured Literature Review)

The configuration approach as the most current theory stream of situational management research has had a place in logistics research for considerable time. It offers the possibility of explaining the success or failure of logistics designs against the background of their respective contexts and is therefore also suitable for use in the relatively young research field of omni-channel-logistics (=OCL). This is advantageous for two main reasons. On the one hand, research on OCL has so far been dominated by empirical work, which has not yet been united under one theoretical canopy. On the other hand, the research field is characterized by its small-scale nature, since separate logistics subsystems are being investigated. Due to their interdependence, however, a holistic approach is recommended, which is made possible by the application of this theory. This paper analyses and synthesizes the current state of OCL against the background of the configuration approach. Addressed contextual factors and design options are identified and summarized. This forms an initial framework for further research in this direction and a corresponding starting point for the development of successful OCL typologies. Practitioners can use the results to inform and critically challenge their own design decisions.