By Andreas Pinterits

ISBN-10: 3834908452

ISBN-13: 9783834908452

ISBN-10: 3834999504

ISBN-13: 9783834999504

Since the web has develop into a standard device of everyday life, many businesses have brought e-commerce channels as well as their conventional revenues channels. Such e-commerce channels more often than not percentage an analogous markets with conventional channels which exposes them to a collection of possibilities and demanding situations. with a view to enjoy the probabilities and to grasp the demanding situations of e-commerce, a suitable functionality dimension is essential.

Andreas Pinterits develops a functionality size approach to deal with different necessities of offline and on-line revenues channels. the writer discusses various tools for measuring buyer channel switching behaviour in the course of the deciding to buy method. ultimately, he demonstrates the sensible use of the version via a show off implementation.

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Extra resources for Coordinating Internet Sales with Other Channels: A Performance Measurement Model

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This model is recommended if it is difficult to sell the product directly over the Internet. 2. Design of distribution channels 17 include better information of supplier and customers and a direct contact between those two. Since there is no second transaction channel in this model, channel conflict does not occur [LeSh05]. Cloning Cloning describes the situation when the distributor clones or duplicates his existing functions on the Internet. This is denoted as logical expansion of a distributor’s company, since it can utilize its existing processes and knowledge.

Channels may be coordinated or not. The decision to differentiate or coordinate in principle can be set individually per channel for most of the decisions regarding the business model. The difference between differentiation and coordination can be illustrated by a decision in the scope of communication policy. An example for a non-differentiated promotion may be conducting a lottery. Stationary customers in the store and online customers at the website are invited to participate. Every participant is put into the same pot.

A more practical regional differentiaton would be by country. It is possible to establish country-specific websites. Also, delivery terms can be established which prohibit or at least penalize the delivery to certain countries. g. at a sports goods retailer. Differentation by object would mean different sortiments of types of products. This could, for example, be achieved by high-quality and low-quality product lines, different products for home use and industrial use, etc. However, this work focuses on multichannel retailers serving the same market with their different distribution channels.

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Coordinating Internet Sales with Other Channels: A Performance Measurement Model by Andreas Pinterits


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