European Retail Research: 2010 I Volume 24 Issue I

ISBN-13: 9783834922540 / Angielski / Miękka / 2010 / 222 str.

Peter Schnedlitz; Dirk Morschett; Thomas Rudolph

Opis

The discussion about Multi-Channel-Systems in retail business might not be new - but it has gained momentum against the background of consolidations and mergers, the devel- ment of information and communication technologies (ICT) and experiences of disillusi- ment with pure e-commerce players (Dohmann et al. 2002; Barth et al. 2007). This is additionally evidenced by the increasing number of academic publications and the gain in importance of multi-channel distribution in retail-practice - where many pure e-players have augmented their structure of distribution with alternative channels (Tang/Xing 2001; Schogel et al. 2004). Despite the lively discussions on the part of academic researchers and the growth of experience in practice, there is still an unsatisfactorily low level of knowledge - which might be the reason why companies often fail in the realization or achieve only suboptimal levels of channel in- gration - even though the domination of multi-channel companies in the B2C e-commerce s- tor (with the exception of a few companies, e. g. eBay or Amazon) implies a great potential for success (Hudetz/Baal 2005; Emrich 2008). For this reason most authors seem to agree upon the potential as well as the relevance of multi-channel distributors. Hudetz/Baal identify mul- channel companies "a good starting base to get even more dominant in the future" (Hudetz/Baal 2005, p. 136). Emrich agrees that multi-channel strategies might become "crucial to survive" (Emrich 2008, p. 1), and Ahlert/Hesse (2003) substantiate with empirical studies the preference that customers have for multi-channel distributors.

Spis treści

Mit Beiträgen von D. Möhlenbruch, D. E. Blunck, F. Ritschel, A. Jonsson, J. Oubina, J. Romero, M.J. Yagüe, E. Walter, C. Steyrer, S. Wiesel, S. Steinmann, G. Silberer, W. Weitzl, R. Zniva, A. Huuhka, N. Shimizu, M. Laaksonen, S. Burt, L. Sparks, C. Teller, J. Aastrup, M. Bjerre, N. Kornum, H. Kotzah

O autorze

Prof. Dr. Peter Schnedlitz, Vienna University of Economics and Business Administration, Austria

Blurb

The aim of EUROPEAN RETAIL RESEARCH is to publish interesting manuscripts of high quality and innovativeness with a focus on retail researchers, retail lecturers, retail students and retail executives. As it has always been, retail executives are part of the target group and the knowledge transfer between retail research and retail management remains a part of the publication’s concept. EUROPEAN RETAIL RESEARCH welcomes manuscripts on original theoretical or conceptual contributions as well as empirical research – based either on large-scale empirical data or on the case-study method. Following the state of the art in retail research, articles on any major issues that concern the general field of retailing and distribution are welcome.
The review process will support the authors in enhancing the quality of their work and will offer the authors a reviewed publication outlet. Part of the concept of EUROPEAN RETAIL RESEARCH is an only short delay between manuscript submission and final publication, so it is intended to become a quick publication platform.