Cross-Border E-Commerce
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Autor:innen
Autor:in (Körperschaft)
Publikationsdatum
2021
Typ der Arbeit
Master
Studiengang
Sammlung
Typ
11 - Studentische Arbeit
Herausgeber:innen
Herausgeber:in (Körperschaft)
Betreuer:in
Übergeordnetes Werk
Themenheft
DOI der Originalpublikation
Link
Reihe / Serie
Reihennummer
Jahrgang / Band
Ausgabe / Nummer
Seiten / Dauer
Patentnummer
Verlag / Herausgebende Institution
Hochschule für Wirtschaft FHNW
Verlagsort / Veranstaltungsort
Olten
Auflage
Version
Programmiersprache
Abtretungsempfänger:in
Praxispartner:in/Auftraggeber:in
Zusammenfassung
E-commerce is a vastly developing topic. The ongoing globalisation and digitalisation have provided new market entry strategies to companies who want to sell abroad, such as Cross-Border E-Commerce. This strategy could bring great potential, especially for brand manufacturers, since they face competition with traditional intermediaries when selling directly to their consumers. This thesis examined (1) the current research on Cross-Border E-Commerce, (2) the concept of Direct-to-Consumer Commerce and its challenges and benefits for brand manufacturers, and (3) strategies for brand manufacturers to sell abroad. It then conducted a survey to investigate through which channels Swiss consumers buy branded products from foreign brand manufacturers. The collected data was analysed using hypothesis testing, the chi-squared independence test, and the contingency coefficient. After analysing the collected information, three possible strategies were developed: (1) the multiple-channel strategy, (2) the Direct-to-Consumer strategy, and (3) the B2B2C strategy. The strategies only focus on online selling since this was the preferred channel of most participants from the survey. Finally, the strategies developed were evaluated based on scenarios’ descriptive design evaluation method. The evaluation followed a discussion of the finding and a conclusion about the conducted research. The thesis had a pragmatic research philosophy and followed a deductive and inductive approach. The chosen methodology was mixed-method research, and the strategy underlying the thesis was design science research. The paper also briefly discussed different research strategies which could have been applied.
Schlagwörter
Fachgebiet (DDC)
Veranstaltung
Startdatum der Ausstellung
Enddatum der Ausstellung
Startdatum der Konferenz
Enddatum der Konferenz
Datum der letzten Prüfung
ISBN
ISSN
Sprache
Englisch
Während FHNW Zugehörigkeit erstellt
Ja
Zukunftsfelder FHNW
Publikationsstatus
Begutachtung
Open Access-Status
Lizenz
Zitation
Boss, M. (2021). Cross-Border E-Commerce [Hochschule für Wirtschaft FHNW]. https://irf.fhnw.ch/handle/11654/48584