Changing Attitudes of Retailers Towards Cross-channel Commerce and its Success Factors: a Longitudinal Study
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Dateien
[Pdf des Konferenzbeitrags]
Autor:innen
Autor:in (Körperschaft)
Publikationsdatum
2017
Typ der Arbeit
Studiengang
Typ
04B - Beitrag Konferenzschrift
Herausgeber:innen
Kommers, Piet
Isaías, Pedro
Herausgeber:in (Körperschaft)
Betreuer:in
Übergeordnetes Werk
Proceedings of the 15th International Conference on e-Society, Budapest, Hungary, 10 – 12 April, 2017
Themenheft
DOI der Originalpublikation
Link
Reihe / Serie
Reihennummer
Jahrgang / Band
Ausgabe / Nummer
Seiten / Dauer
39-48
Patentnummer
Verlag / Herausgebende Institution
IADIS Press
Verlagsort / Veranstaltungsort
Budapest
Auflage
Version
Programmiersprache
Abtretungsempfänger:in
Praxispartner:in/Auftraggeber:in
Zusammenfassung
Cross-channel commerce concepts are increasingly being implemented and are almost universally accepted as a panacea for many current retail problems. In practice, however, these concepts are extremely complex and the question arises as to whether and under which conditions multichannel concepts can be successful. This paper shows how retailers assess the trend towards multichannel concepts and how their attitude has changed over the last years. Further, current success factors for cross-channel commerce are derived. The opinions of leading industry experts in Switzerland serve as a qualitative empirical basis. In contrast to previous years, the experts have estimated the cross-channel concepts as a whole to be successful since 2014. The analysis results further show that the success factors described in the literature so far have to be supplemented by two further factors: the density of physical stores with simultaneous scaling of the online channel and a transformation in management and organization. These results and experiences from Switzerland might help retailers who think of expanding their traditional business into the online channel or the other way round.
Schlagwörter
E-Commerce, Online Trade, Multichannel, Cross-Channel, Success Factors
Fachgebiet (DDC)
Veranstaltung
Startdatum der Ausstellung
Enddatum der Ausstellung
Startdatum der Konferenz
10.04.2017
Enddatum der Konferenz
12.04.2017
Datum der letzten Prüfung
ISBN
978-989-8533-60-9
ISSN
Sprache
Englisch
Während FHNW Zugehörigkeit erstellt
Ja
Zukunftsfelder FHNW
Publikationsstatus
Veröffentlicht
Begutachtung
Peer-Review der ganzen Publikation
Open Access-Status
Lizenz
Zitation
LEIMSTOLL, Uwe und Ralf WÖLFLE, 2017. Changing Attitudes of Retailers Towards Cross-channel Commerce and its Success Factors: a Longitudinal Study. In: Piet KOMMERS und Pedro ISAÍAS (Hrsg.), Proceedings of the 15th International Conference on e-Society, Budapest, Hungary, 10 – 12 April, 2017. Budapest: IADIS Press. 2017. S. 39–48. ISBN 978-989-8533-60-9. Verfügbar unter: https://doi.org/10.26041/fhnw-1055