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

Felix Brunner

ISBN 10: 3110553899 / ISBN 13: 9783110553895

Published by De Gruyter Oldenbourg, 2017

About this Item

Druck auf Anfrage Neuware - Printed after ordering - 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.; 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.

Seller Inventory # 9783110553895

Bibliographic Details

• Title: Toward Cross-Channel Management : A Comprehensive Guide for Retail Firms
• Publisher: De Gruyter Oldenbourg
• Publication Date: 2017
• Language: English
• ISBN 10: 3110553899
• ISBN 13: 9783110553895
• Binding: Taschenbuch
• Condition: Neu
• Dimensions: 240W x 170H x 6D millimeters 240 millimeters width by 170 millimeters height by 6 millimeters depth
• Weight: 160 grams

About this title

Synopsis

In the age of cross-channel commerce, successful firms must identify, develop, and implement the right cross-channel services to attract and satisfy their target customers. This book aims to assist multi-channel players to increase their company's performance and enhance their overall value proposition by showing how to select the appropriate cross-channel strategy and how to establish synergies between online and offline channels.

About the Author

Dr. Felix Brunner (Migros Genossenschaftsbund, Zurich); Prof. Dr. Thomas Rudolph (University of St. Gallen)