The biggest word in retail right now is omnichannel, which is the seamless integration of online and offline shopping. Omnichannel creates a frictionless world for demanding consumers. But for businesses, building that omnichannel network while also developing new products can be a daunting challenge.  

Santiago Gallino, a professor of operations, information and decisions at Wharton, and Robert Rooderkerk, an operations management professor at RSM at Erasmus University, have been researching this challenge and found some best practices based on the success of companies that are getting it right. Their study, “New Product Development in an Omnichannel World,” was published in California Management Review.


  • Robert Rooderkerk
    Role: Faculty
    Reference type: Referenced

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  • Wharton (Online)