Electronic Journal of Business Research Methods | 2026
Authors: Sukhawatthanakun K.; Supapon S.; Sukhawatthanakun S.; Phoungnak N.; Poungsuwan C.
DOI: 10.34190/ejbrm.24.1.4631
Journal: Electronic Journal of Business Research Methods
Year: 2026
Publisher: Academic Conferences and Publishing International Limited
Document Type: Article
Open Access: All Open Access; Gold Open Access
Cited by: 0
This paper develops the Dynamic Channel Capability Framework (DCCF) to explain how marketing channels adapt to digital transformation, omni-channel coordination, and sustainability-oriented governance. Using this domain as a demonstration case, the study shows how PRISMA-guided thematic synthesis can serve as a framework-building method in business research, where the literature is conceptually fragmented, theoretically dispersed, and methodologically uneven. Rather than treating systematic review as descriptive aggregation, the paper demonstrates how a transparent analytical sequence can move from evidence identification to higher-order conceptual integration. Following the PRISMA 2020 guidelines, the review applied a structured protocol covering database selection, search design, inclusion and exclusion criteria, screening, quality assessment, and multi-stage coding of peer-reviewed journal articles published between 2015 and 2025. The analysis proceeded from first-order concept extraction to second-order thematic aggregation and then to meta-level integration, making explicit how analytical decisions supported conceptual development rather than descriptive summarisation. From 1,324 initial records, 30 studies were retained for theory-informed synthesis. The synthesis identifies three recursive mechanisms underpinning adaptive channel systems: sensing-intelligence, orchestration-adaptability, and governance-legitimacy. These mechanisms are integrated into DCCF, which reconceptualises marketing channels as adaptive organisational systems shaped by digital responsiveness, cross-boundary coordination, and institutional alignment. Substantively, the framework brings together insights from digital transformation, omni-channel integration, and sustainability governance within a single analytical structure. Methodologically, the study contributes to business research methods by demonstrating how systematic review design can support transparent framework construction through an explicit sequence that links selection logic, coding structure, thematic comparison, and conceptual abstraction. In doing so, it offers a replicable approach to integrative theory-building across fragmented research domains and clarifies how PRISMA-guided synthesis can be positioned not only as a reporting protocol but also as an analytical strategy for framework development. DCCF also provides an empirically tractable platform for future mixed-method, comparative, and quantitative studies of adaptive and legitimate channel governance. ©The Authors.
Digital transformation; Dynamic channel capabilities; Framework building; Omni-channel coordination; PRISMA 2020; Sustainability governance