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Download Coordinating Internet Sales with Other Channels by Andreas Pinterits PDF

By Andreas Pinterits

Because the web has turn into a standard device of everyday life, many businesses have brought e-commerce channels as well as their conventional revenues channels. Such e-commerce channels regularly proportion a similar markets with conventional channels which exposes them to a suite of probabilities and demanding situations. in an effort to enjoy the percentages and grasp the demanding situations of e-commerce, a suitable functionality dimension is vital. Andreas Pinterits develops a functionality size procedure to deal with the several specifications of offline and on-line revenues channels. the writer discusses assorted tools for measuring consumer channel switching habit throughout the procuring approach. ultimately, he demonstrates the sensible use of the version through exhibit implementation.

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Extra resources for Coordinating Internet Sales with Other Channels

Sample text

If prices are equal, customers might migrate to cheaper online retailers [BeWi06, p 22]. 4 Communication Communication strategy should influence the customers’ experience of sales channels. Depending on whether the company wants customers to experience multiple channels as integrated or independent, it has several options to design its communication. Basic decisions are the presentation of one shared brand or separate brands, names, company logos, corporate designs, etc. [HaMa07]. In any case, the communication strategy should be coordinated with the other marketing decisions, like the range of goods and services.

Stakeholder contribution What services do we need from our stakeholders? The process starts with the identification of important stakeholders. This is one step ahead in comparison to other frameworks, where the upper end often begins with strategy formulation or assuming a pre-given strategy. As a next step, strategies are formulated to satisfy the demand of the already identified stakeholders. The strategies provide the outline for planning the business processes. The realization of the planned processes requires a set of capabilities, which express the resource allocation.

Contests), the usage of the same brand, and a local store locator in the online shop [GuGa00, BaRe01, StBA01, StAL02]. 5 Distribution, type of operation The design of distribution processes can, as already mentioned, be focused, integrated, or hybrid. The principal idea of integrated distribution is that the customer is able to switch between the distribution channels in every step of the process. 8 illustrates this by simple process chains. With an integrated process design, a customer may, for example, get product information from the website, afterwards buy the product in a store, and get product-related services like failure resolvement by the online support system on the website of the company.

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