Multi-Channel Distribution in the Age of the Digital Customer

An Empirical Analysis and Critical Assessment of Strategic Electronic Commerce Adoption in the German Automotive Industry

Business & Finance
Cover of the book Multi-Channel Distribution in the Age of the Digital Customer by Sebastian Schulz, GRIN Verlag
View on Amazon View on AbeBooks View on Kobo View on B.Depository View on eBay View on Walmart
Author: Sebastian Schulz ISBN: 9783656960379
Publisher: GRIN Verlag Publication: May 13, 2015
Imprint: GRIN Verlag Language: English
Author: Sebastian Schulz
ISBN: 9783656960379
Publisher: GRIN Verlag
Publication: May 13, 2015
Imprint: GRIN Verlag
Language: English

Bachelor Thesis from the year 2014 in the subject Business economics - Miscellaneous, grade: 2,0, Baden-Wuerttemberg Cooperative State University (DHBW), course: BWL - International Business, language: English, abstract: In this thesis, the author approaches multi-channel distribution within the age of the digital customer, centralizing a strategic adoption in the German automotive industry. By applying a qualitative empirical research design, he determines key success factors and imperatives for building an effective digital business strategy in the German automotive industry and discloses general factors for success to thrive a multi-channel business. The choice of journals was based on the journal ranking at http://www.http://vhbonline.org/service/jourqual/ (status as of: 21.01.2014), whereas the author's focus were highly ranked journals from diverse sources within the areas (1) Business Strategy (Strategy and Digital Business Strategy), (2) Marketing (Multi-Channel Marketing), (3) E-Commerce (E-Commerce and E-Commerce Strategy) and (4) Innovation management (Business Model Innovation). The 'Journal of Marketing', 'Harvard Business Review', 'International Journal of Electronic and Commerce', 'European Management Journal' and 'MIS Quarterly' depict the preferential literature source. Furthermore, guideline interviews with industry and solution experts (n = 4) of International Machines Corporation (IBM) have been executed. Having a clear vision across all functions and effective communication with all employees will be vital for the German car manufacturers to embark on the journey of becoming a multi-channel business attracting the digital customer. Creation of awareness for the shift and adopting additional sales channels besides integrating the car dealership networks within the emerging multi-channel environment, offering unique product presentation in digital showrooms and building strategic partnerships with IT-providers in order to thrive. Additionally, car manufacturers that can offer a seamless customer experience across all physical and digital touch points through integrating and penetrating the additional sales channels within the existing ones besides managing emerging channel-conflict and building a central data base for customer insight and relationship management will outreach their peers. Having a strong integration in-between the customers, suppliers and business processes in combination with personalized and targeted marketing, all driven by a top-down leadership approach with strong change management capabilities, will enable a car manufacturer to transform operations on a digital basis towards a multichannel business.

View on Amazon View on AbeBooks View on Kobo View on B.Depository View on eBay View on Walmart

Bachelor Thesis from the year 2014 in the subject Business economics - Miscellaneous, grade: 2,0, Baden-Wuerttemberg Cooperative State University (DHBW), course: BWL - International Business, language: English, abstract: In this thesis, the author approaches multi-channel distribution within the age of the digital customer, centralizing a strategic adoption in the German automotive industry. By applying a qualitative empirical research design, he determines key success factors and imperatives for building an effective digital business strategy in the German automotive industry and discloses general factors for success to thrive a multi-channel business. The choice of journals was based on the journal ranking at http://www.http://vhbonline.org/service/jourqual/ (status as of: 21.01.2014), whereas the author's focus were highly ranked journals from diverse sources within the areas (1) Business Strategy (Strategy and Digital Business Strategy), (2) Marketing (Multi-Channel Marketing), (3) E-Commerce (E-Commerce and E-Commerce Strategy) and (4) Innovation management (Business Model Innovation). The 'Journal of Marketing', 'Harvard Business Review', 'International Journal of Electronic and Commerce', 'European Management Journal' and 'MIS Quarterly' depict the preferential literature source. Furthermore, guideline interviews with industry and solution experts (n = 4) of International Machines Corporation (IBM) have been executed. Having a clear vision across all functions and effective communication with all employees will be vital for the German car manufacturers to embark on the journey of becoming a multi-channel business attracting the digital customer. Creation of awareness for the shift and adopting additional sales channels besides integrating the car dealership networks within the emerging multi-channel environment, offering unique product presentation in digital showrooms and building strategic partnerships with IT-providers in order to thrive. Additionally, car manufacturers that can offer a seamless customer experience across all physical and digital touch points through integrating and penetrating the additional sales channels within the existing ones besides managing emerging channel-conflict and building a central data base for customer insight and relationship management will outreach their peers. Having a strong integration in-between the customers, suppliers and business processes in combination with personalized and targeted marketing, all driven by a top-down leadership approach with strong change management capabilities, will enable a car manufacturer to transform operations on a digital basis towards a multichannel business.

More books from GRIN Verlag

Cover of the book Macht(strukturen) im Internet by Sebastian Schulz
Cover of the book Therapeutische Wirkung von Land- und Gartenbau bei Menschen mit geistiger und seelischer Behinderung by Sebastian Schulz
Cover of the book Die Religionen des präkolumbianischen Amerikas by Sebastian Schulz
Cover of the book Konkurrenzanalyse als Navigationssystem by Sebastian Schulz
Cover of the book Paläoökologische Untersuchung der Lintforter Schichten anhand von Foraminiferen aus dem Rupel Nordwestdeutschlands by Sebastian Schulz
Cover of the book Ein analytischer Vergleich der Naturzustandtheorien von Hobbes und Locke by Sebastian Schulz
Cover of the book Der Börsengang by Sebastian Schulz
Cover of the book Vorsteher, Träger und Feier der Eucharistie by Sebastian Schulz
Cover of the book Projektstudie zum Hauptpraktikum an der Staatlichen Förderschule für Geistigbehinderte in Erfurt by Sebastian Schulz
Cover of the book Die Rompolitik Ptolemaios XII. by Sebastian Schulz
Cover of the book Active Listening According to Carl R. Rogers by Sebastian Schulz
Cover of the book Das Tier als der Andere. Derridas tierethische Auseinandersetzung mit Heidegger in 'Das Tier, das ich also bin' by Sebastian Schulz
Cover of the book Michael Meusers (nach Bourdieu) und Erving Goffmanns Ansätze zur Geschlechtersozialisation im Vergleich by Sebastian Schulz
Cover of the book Jürgen Habermas - Die Verfassung zwischen Diskurs und systemischer Macht by Sebastian Schulz
Cover of the book Gabriel Garcia Márquez' 'One Hundred Years of Solitude' as critique on latin americans? by Sebastian Schulz
We use our own "cookies" and third party cookies to improve services and to see statistical information. By using this website, you agree to our Privacy Policy