ENGLISH

Toward Cross-Channel Management: A Comprehensive Guide for Retail Firms

By Thomas Rudolph; Felix Brunner

Book information

Publisher
De Gruyter Oldenbourg
Year
2014
ISBN
9783110417166, 9783110416985, 9783110553895
DOI
10.1515/9783110417166
Language
english
Format
PDF
Filesize
2 MB (2162150 bytes)
Pages
84\84
Library
degruyter.com
Time added
2023-07-26 05:05:33

Description

New digital devices enable consumers to ubiquitously access the Internet and inspire them to switch between online and offline channels when shopping – a phenomenon extant research on consumer behavior terms cross-channel shopping. This considerable change in consumer behavior offers great potential for retailers worldwide to strengthen their competitiveness. Today, retail incumbents aspire to integrate their channels to offer compelling switching opportunities among all online and offline channels – an approach we coin cross-channel management. However, addressing cross-channel shoppers may entail a rise in business model complexity which can only be tackled by installing a firm-wide strategic change process. Set against this transformative background, this book offers insight into how firms can overcome said inertia and successfully transform their current channel specific business model to a much more integrated system of online and offline channels. With the help of 71 interviews with top and middle managers in retailing, this book derives a variety of recommendations in the field of cross-channel management for retailers and manufacturers. Outstanding holistic management approach Only book on the topic that is suitable for both retailers and manufacturers around the world Valuable insights for academics and practitioners

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