The roles and strategies of brand manufacturers in digitally transformed distribution channels

Budimirovic, Vladimir, 2019

Art der Arbeit Master Thesis
Auftraggebende
Betreuende Dozierende Leimstoll, Uwe
Keywords
Views: 34
The development of new digitalised communication channels has a significant impact on the purchasing behavior of the consumer and the communication and sales strategies of retailers and brand manufacturers.The digitalisation and use of technology has led to a fragmentation of the distribution chain (Peters, Albers, & Schäfers, 2008). The suppliers no longer operate the purchasing process as a whole but only one or few of several touching point along the typical functions of retail (Clifford, Cashmore, &Lyall, 2018). Offline retailers are getting increasingly engaged in online channels, creating multichannel strategies to improve the customer experience (Leimstoll & Wölfle, 2017).In this environment, brand manufacturers see the possibility of establishing direct-to-consumer strategies that would enlarge their market coverage, increase the customer satisfaction and have direct contact with him (Käuferle & Reinartz, 2015), ensure an optimal presentation of their brand and gather important information about the shopping behavior of their customers (Wölfle & Leimstoll,2016)....
Studiengang: Business Information Systems (Master)
Vertraulichkeit: öffentlich
Art der Arbeit
Master Thesis
Autorinnen und Autoren
Budimirovic, Vladimir
Betreuende Dozierende
Leimstoll, Uwe
Publikationsjahr
2019
Sprache der Arbeit
Englisch
Vertraulichkeit
öffentlich
Studiengang
Business Information Systems (Master)
Standort Studiengang
Olten