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Publikation Zeitreise durch den E-Commerce(Hochschule für Wirtschaft FHNW, 2018) Kraft, Corin; Leimstoll, Uwe; Wölfle, Ralf; Leimstoll, UweDer E-Commerce Report Schweiz beleuchtet die Entwicklung des B2C-E-Commerce aus Sicht der Schweizer Anbieter. Das Kapitel "Zeitreise durch den E-Commerce" fasst die wichtigsten Entwicklungen der letzten 10 Jahre zusammen04A - Beitrag SammelbandPublikation Schweizer Onlinehändlerbefragung 2018. Digital Commerce(Hochschule Luzern - Wirtschaft, 2018) Zumstein, Darius; Steigerwald, Antonia; Leimstoll, Uwe; Gasser, Brigitte; Mohr, Seraina; Briw, AndréDas Institut für Kommunikation und Marketing IKM der Hochschule Luzern – Wirtschaft sowie die Fachhochschule Nordwestschweiz FHNW haben im Auftrag der Schweizerischen Post rund 360 Schweizer Onlinehändler befragt. In der vorliegenden Studie wurde erstmals die Sichtweise der Schweizer Onlinehändler und deren Einschätzung bezüglich dem digitalen Handel erhoben. Die Befragung zeigt auf, dass bereits über ein Drittel der Schweizer Onlinehändler digitale Marktplätze und Handelsplattformen für den Verkauf ihrer Produkte nutzen. Das Abtreten von Marge sowie das Sichern der Umsätze des eigenen Onlineshops sind für die Befragten Gründe, (noch) nicht auf virtuellen Marktplätzen zu verkaufen. Ein Blick über die Landesgrenze führt vor Augen, dass eine Erweiterung der Vertriebskanäle mit digitalen Handelsplattformen mittelfristig unumgänglich scheint. In Deutschland wird bereits einer von zwei Euros über EINE Handelsplattform umgesetzt, Tendenz steigend.02 - MonographiePublikation Direct to Consumer (D2C) e-commerce: Goals and strategies of brand manufacturers(Springer, 2020) Leimstoll, Uwe; Wölfle, Ralf; Dornberger, RolfContrary to expectations expressed in the 1990s, e-commerce has so far led to relatively little disintermediation. Even large and well-known brands continue to generate the majority of their sales through traditional distribution channels. However, many end customers expect to be able to buy directly from the brand. In addition, structural changes in the value chain have made it necessary to pre-sent the brand on the Internet in a brand-specific manner. Depending on the structure of their online activities, however, brand manufacturers are competing with their traditional indirect distribution channels, which remain important for them. This raises the question of which e-commerce strategies brands can use to meet the needs of end customers without harming their distribution partners. To answer this question, qualitative expert interviews were conducted with e-commerce managers of market-shaping Swiss companies. The results confirm that the importance of brand engagement in communication and interaction with end customers is increasing. For the implementation of online direct sales, three strategies have emerged that avoid or at least minimize conflicts with traditional sales partners: a pure online direct sales strategy, a multi-touch-point strategy, and a platform strategy. The multi-touch-point strategy can in turn be designed in four different variations.04A - Beitrag SammelbandPublikation E-Business in the era of digital transformation(Springer, 2018) Leimstoll, Uwe; Dannecker, Achim; Knechtli, Hanspeter; Quade, Michael H.; Tanner, Christian; Wölfle, Ralf; Dornberger, RolfIn recent years, the development of information technology has reached a new level of evolution. It should be noted, however, that digitalization and digital transformation are not fundamentally new phenomena. A phase marked by strong digitalization, for example,was the result of the increased business use of the Internet in the early 1990s. The era of e-business began. The focus was on the digitalization of cross-company processes, which also brought new business models and interlinked value-added structures. Against the background of current developments, the question arises as to what role e-business now plays in digital transformation. The aim of this chapter is to show the current developments in e-business and their relationship to digital transformation. Following an introductory clarification of concepts and a consideration of the importance of mobile computing, the classic areas of e-business are addressed, in particular e-commerce, e-procurement and e-organization. The results show that e-business has04A - Beitrag SammelbandProjekt Projekt Publikation Improving consulting processes in web analytics: a framework for multichannel analytics(01.08.2015) Studer, Yves; Leimstoll, UweTo control and optimise their marketing activities, organisations analyse customer behaviour on their online and offline channels. This is referred to as multichannel analytics (MCA). As enterprises often do not have the necessary know-how to implement analytics processes, analytics consultants support them in such projects. The problem for the consultants is that a standardised approach, which provides orientation and guidance during such projects, is currently not available. The goal of this paper is to develop a framework, which guides consultants in order to avoid common project-related problems. It is developed employing Design Science Research Methodology. Empirical data collection and iterative validation of the framework are based on literature research, document analysis, expert interviews and a focus group. Results highlight that it is useful to combine a capability maturity model and an analytics procedure model. This allows taking into account the different degrees of organisational maturity during the consulting process.04B - Beitrag Konferenzschrift
