Coordinating Internet Sales with Other Channels: A Performance Measurement Model - Softcover

Pinterits, Andreas

Softcover

ISBN 10: 3834908452 ISBN 13: 9783834908452

Verlag: Gabler Verlag, 2009

Inhaltsangabe

The continuinggrowth of global Internet usage has a remarkable impact on retailing businesses. Customers expect to do business not only through stationary sales channels, but also to order online, pushing companies to introduce e-commerce sales channels. The distribution of goods through newly introduced e-commerce sales channels offers retailers opportunities such as the cost-effective enlargement of their assortment and the attraction of new customers. However, it alsoimplicatesa number ofproblems. In the past, channel con?ictswere usuallyavoided byd- ferentiating the offerings of sales channels. Today, offerings are typically coordinated between a company’s e-commerce and other sales channels. In such cases, customers can seamlessly switch between different contact points during their buying process, for example they get the same products for the same price in the different sales channels. Such coordinated sales channels certainly affect the internal organizational structure of such multichannel retailers. Adequate performance measurement systems are needed to manage the resulting risks (for example channel con?icts) and utilize possible synergy effects. In this book, a design of a performance measurement system for multichannel retailing is presented. It addresses the coordination of distributionchannels from a performance measurement’s persp- tive. The author places this book in the context of recent marketing, performance measurement and e-commerce literature. The ?rst part reviews the relevant literature. E-commerce business models for multichannel retailers and their strategic options are discussed. Furthermore, the requirements for modern performance measurement systems are presented. A whole section of the book is devoted to the discussion of successfactors for multichannel e-commerce retailers.

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Über die Autorin bzw. den Autor

Dr. Andreas Pinterits promovierte bei Univ.-Prof. Dr. Dr. h.c. Hans Robert Hansen am Institut für BWL und Wirtschaftsinformatik der Wirtschaftsuniversität Wien. Er ist als Consultant bei Deloitte tätig.

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Since the Internet has become a common tool of daily life, many companies have introduced e-commerce channels in addition to their traditional sales channels. Such e-commerce channels typically share the same markets with traditional channels which exposes them to a set of chances and challenges. In order to benefit from the chances and to master the challenges of e-commerce, an appropriate performance measurement is essential.

Andreas Pinterits develops a performance measurement system to cope with the different requirements of offline and online sales channels. The author discusses different methods for measuring customer channel switching behaviour during the purchasing process. Finally, he demonstrates the practical use of the model by a showcase implementation.

Details zur Ausgabe

• Verlag: Gabler Verlag
• Erscheinungsdatum: 2009
• Sprache: Englisch
• ISBN 10: 3834908452
• ISBN 13: 9783834908452
• Einband: Taschenbuch
• Anzahl der Seiten: 212
• Kontakt zum Hersteller: Springer-Verlag GmbH; customerservice@springernature.com; ; Tiergartenstraße 17; Heidelberg; Baden-Württemberg; 69121; Deutschland