Noushin Mohammadian

• The rapid rise of new technologies, such as mobile phones, social networks, and increased internet access, has created new opportunities for retailers to expand through omnichannel strategies, which aim to provide a seamless customer experience across different channels. While omnichannel can offer benefits and competitive advantages, it faces challenges like price inconsistencies and poor information sharing. Despite its growing recognition, its integration with Product Lifecycle Management (PLM) is underexplored. This thesis investigates the overlap and mutual effects of omnichannel and PLM, particularly emphasizing the importance of data and knowledge sharing between them. As research into data analytics in omnichannel evolves, tracking and tracing mechanisms in PLM become increasingly critical. The main objective of this study is to develop a bi-directional framework connecting omnichannel and PLM using a System Dynamics approach. This framework aims to incorporate omnichannel mechanisms into PLM and provide cause-and-effect analysis to better understand the operational role of omnichannel within PLM. Additionally, the research introduces an approach to integrate Business-to-Business (B2B) aspects from PLM with Business-to-Customer (B2C) elements through omnichannel strategies. Leveraging omnichannel's influence on touchpoints like influencers and social media, this approach helps companies align consumer behavior with strategic goals, boosting competitiveness. Ultimately, this thesis aims to bridge the gap between omnichannel and PLM, driving a shift in consumer behavior and strengthening the integration of B2B and B2C in retail.