Cross-Border E-Commerce
Loading...
Authors
Author (Corporation)
Publication date
2021
Typ of student thesis
Master
Course of study
Collections
Type
11 - Student thesis
Editors
Editor (Corporation)
Supervisor
Parent work
Special issue
DOI of the original publication
Link
Series
Series number
Volume
Issue / Number
Pages / Duration
Patent number
Publisher / Publishing institution
Hochschule für Wirtschaft FHNW
Place of publication / Event location
Olten
Edition
Version
Programming language
Assignee
Practice partner / Client
Abstract
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.
Keywords
Subject (DDC)
Event
Exhibition start date
Exhibition end date
Conference start date
Conference end date
Date of the last check
ISBN
ISSN
Language
English
Created during FHNW affiliation
Yes
Strategic action fields FHNW
Publication status
Review
Open access category
License
Citation
Boss, M. (2021). Cross-Border E-Commerce [Hochschule für Wirtschaft FHNW]. https://irf.fhnw.ch/handle/11654/48584