Direct to Consumer (D2C) e-commerce: Goals and strategies of brand manufacturers
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Autor:innen
Autor:in (Körperschaft)
Publikationsdatum
2020
Typ der Arbeit
Studiengang
Typ
04A - Beitrag Sammelband
Herausgeber:innen
Herausgeber:in (Körperschaft)
Betreuer:in
Übergeordnetes Werk
New trends in business information systems and technology. Digital innovation and digital business transformation
Themenheft
DOI der Originalpublikation
Link
Reihe / Serie
Studies in Systems, Decision and Control
Reihennummer
294
Jahrgang / Band
Ausgabe / Nummer
Seiten / Dauer
237-250
Patentnummer
Verlag / Herausgebende Institution
Springer
Verlagsort / Veranstaltungsort
Cham
Auflage
Version
Programmiersprache
Abtretungsempfänger:in
Praxispartner:in/Auftraggeber:in
Zusammenfassung
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.
Schlagwörter
Online direct sales, Direct-to-consumer e-commerce, Direct distribution channels, Disintermediation, Intermediary functions
Fachgebiet (DDC)
330 - Wirtschaft
Veranstaltung
Startdatum der Ausstellung
Enddatum der Ausstellung
Startdatum der Konferenz
Enddatum der Konferenz
Datum der letzten Prüfung
ISBN
978-3-030-48331-9
978-3-030-48332-6
978-3-030-48332-6
ISSN
Sprache
Englisch
Während FHNW Zugehörigkeit erstellt
Ja
Publikationsstatus
Veröffentlicht
Begutachtung
Fachlektorat/Editorial Review
Open Access-Status
Closed
Lizenz
Zitation
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