Multi Channel Distribution in the Age of the Digital Customer is popular PDF and ePub book, written by Sebastian Schulz in 2015-05-13, it is a fantastic choice for those who relish reading online the Business & Economics genre. Let's immerse ourselves in this engaging Business & Economics book by exploring the summary and details provided below. Remember, Multi Channel Distribution in the Age of the Digital Customer can be Read Online from any device for your convenience.
Multi Channel Distribution in the Age of the Digital Customer Book PDF Summary
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.
Detail Book of Multi Channel Distribution in the Age of the Digital Customer PDF
- Author : Sebastian Schulz
- Release : 13 May 2015
- Publisher : GRIN Verlag
- ISBN : 9783656960379
- Genre : Business & Economics
- Total Page : 175 pages
- Language : English
- PDF File Size : 15,8 Mb
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