Overview

Professor Moreno’s research explores how digital technologies are reshaping operational processes, with a particular focus on retail and service industries. His early work examined omnichannel retail—the integration of online and offline channels to create seamless customer experiences. This line of inquiry highlighted how operational innovations like buy-online-pick-up-in-store required digital integration and real-time inventory visibility. Over time, Professor Moreno’s research has evolved to track a broader transformation: the unbundling and recomposition of operations enabled by APIs, algorithmic workflows, and platform architectures. By bridging theory and practice, Professor Moreno’s work has advanced our understanding of digital transformation and reinforced the central role of operations in shaping it.