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Toward Cross-Channel Management

A Comprehensive Guide for Retail Firms

Thomas Rudolph, Felix Brunner (Autoren)

Buch | Hardcover

XIV, 70 Seiten

2015
De Gruyter Oldenbourg (Verlag)
978-3-11-041698-5 (ISBN)

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New digital devices enable consumers to ubiquitously access the Internet and inspire them to switch between online and offline channels when shopping – a phenomenon extant research on consumer behavior terms cross-channel shopping. This considerable change in consumer behavior offers great potential for retailers worldwide to strengthen their competitiveness. Today, retail incumbents aspire to integrate their channels to offer compelling switching opportunities among all online and offline channels – an approach we coin cross-channel management. However, addressing cross-channel shoppers may entail a rise in business model complexity which can only be tackled by installing a firm-wide strategic change process. Set against this transformative background, this book offers insight into how firms can overcome said inertia and successfully transform their current channel specific business model to a much more integrated system of online and offline channels. With the help of 71 interviews with top and middle managers in retailing, this book derives a variety of recommendations in the field of cross-channel management for retailers and manufacturers.

Dr. Felix Brunner (Migros Genossenschaftsbund, Zurich); Prof. Dr. Thomas Rudolph (University of St. Gallen)

Erscheint lt. Verlag	29.1.2015
Zusatzinfo	30 col. ill.
Verlagsort	Berlin/München/Boston
Sprache	englisch
Maße	170 x 240 mm
Gewicht	282 g
Themenwelt	Wirtschaft ► Betriebswirtschaft / Management ► Marketing / Vertrieb
Schlagworte	Betriebswirtschaft • Business & Economics • BUSINESS & ECONOMICS / Industries / Retailing • Business and Economics • business and management • Business Management • Deutschland • digital • Distributive industries • economics, finance, business & management • Economics, Finance, Business and Management • Einzelhandel • Handelsmarketing • Industries • industry & industrial studies • Internet • Mehrgleisiger Vertrieb • Multikanalvertrieb • Retail • Retailing • Retail sector • Retail, Service Industry, Skilled Crafts and Trades • Retail trade • Schweiz • Staatsrechtslehrer • Stores, Retail • veroeffentlichungen • VVSTL75
ISBN-10	3-11-041698-0 / 3110416980
ISBN-13	978-3-11-041698-5 / 9783110416985
Zustand	Neuware