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Multi-Channel Distribution in the Age of the Digital Customer

Multi-Channel Distribution in the Age of the Digital Customer

Sebastian Schulz
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Bachelor Thesis from the year 2014 in the subject Business economics - Miscellaneous, grade: 2,0, University of Cooperative Education Stuttgart, 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/ , whereas the author's focus were highly ranked journals from diverse sources within the areas Business Strategy , Marketing , E-Commerce and Innovation management . 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 of International Machines Corporation 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 manufact
Pages
176
Format
Paperback
Publisher
Grin Verlag Gmbh
Release
June 03, 2015
ISBN
3656960380
ISBN 13
9783656960386

Multi-Channel Distribution in the Age of the Digital Customer

Sebastian Schulz
0/5 ( ratings)
Read Download
Bachelor Thesis from the year 2014 in the subject Business economics - Miscellaneous, grade: 2,0, University of Cooperative Education Stuttgart, 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/ , whereas the author's focus were highly ranked journals from diverse sources within the areas Business Strategy , Marketing , E-Commerce and Innovation management . 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 of International Machines Corporation 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 manufact
Pages
176
Format
Paperback
Publisher
Grin Verlag Gmbh
Release
June 03, 2015
ISBN
3656960380
ISBN 13
9783656960386

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