Direct to Consumer (D2C) e-commerce: Goals and strategies of brand manufacturers
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Authors
Author (Corporation)
Publication date
2020
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Type
04A - Book part
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Parent work
New trends in business information systems and technology. Digital innovation and digital business transformation
Special issue
DOI of the original publication
Link
Series
Studies in Systems, Decision and Control
Series number
294
Volume
Issue / Number
Pages / Duration
237-250
Patent number
Publisher / Publishing institution
Springer
Place of publication / Event location
Cham
Edition
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Abstract
Contrary 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.
Keywords
Online direct sales, Direct-to-consumer e-commerce, Direct distribution channels, Disintermediation, Intermediary functions
Subject (DDC)
330 - Wirtschaft
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ISBN
978-3-030-48331-9
978-3-030-48332-6
978-3-030-48332-6
ISSN
Language
English
Created during FHNW affiliation
Yes
Strategic action fields FHNW
Publication status
Published
Review
Expert editing/editorial review
Open access category
Closed
License
Citation
LEIMSTOLL, Uwe und Ralf WÖLFLE, 2020. Direct to Consumer (D2C) e-commerce: Goals and strategies of brand manufacturers. In: Rolf DORNBERGER (Hrsg.), New trends in business information systems and technology. Digital innovation and digital business transformation. Cham: Springer. S. 237–250. Studies in Systems, Decision and Control, 294. ISBN 978-3-030-48331-9. Verfügbar unter: https://irf.fhnw.ch/handle/11654/42827