The first considerations of this thesis developed in 2006 during my second degree course for the MBA
degree at the HDU Deggendorf (Germany) and the University of Limerick (Ireland). At the time of this
course there was a great discussion at the business schools of the universities that were part of the
MBA programme about the influences of the internet commerce on the market potentials in retail. Socalled
disruptive strategies by companies such as Amazon (for books) and Unister (for tourism)
created massive upheavals in the respective trade segments. The upheaval hit small retailers as
much as industry giants. The question for me was if the threats would reach a new pinnacle in the
static retail business.
Already during my first degree course as a university business graduate (MA equivalent) during the
years 1993-1998 (time of the “new economy” hype) there were enormous market redistributions, then
mainly in the financial services sector, but in the early stages already also in the book trade, which
often could not be fended off by established companies.
The questions that I have been wondering about since are: “What will the retail market look like in the
next few years?”, “How will companies have to act strategically under these aspects?” and “Are there
things that endure and never change (so-to-speak anchor points on the market)?”
In my research work over the last few years I have tried to find answers to these questions and looked
for potentials for a successful retail business.
Table of Contents
1. Introduction
2. Propositions for the project of the thesis
3. Aim of the thesis
4. Research approach, areas covered and basic definitions
4.1. Definitions and differentiations of the retail market
4.2. Segmentation and typification in the retail business
5. Methods used
6. Hypotheses
6.1. The seven propositions about the future of the retail business:
6.2. The seven central success factors for the retail business
6.3. The things that will never change
7. Status of research
7.1. Description of the situation of the current market and the contextual factors
7.2. Current status of research and available findings on the development
7.3. First basic general scientific insights
7.4. First consequences for practical life
7.5. Further research stages and expected subgoals
8. Limits of the work and recommendations for further research
9. Conclusion and outlook
10. List of the author’s publications
11. List of literature and sources the author expects to use for the thesis
11.1. Literature already used
11.2. Literature planned to be used
Objectives and Topics
The primary objective of this dissertation project is to analyze the future of the European retail sector from a present-day perspective to determine strategies and success factors that ensure long-term growth and stability. The research seeks to identify key principles and "anchor points" in the market that remain valid over time, even as technology and consumer behavior evolve.
- Strategic adaptation to shifting market dynamics in European retail.
- Identification of central success factors through expert Delphi surveys and literature analysis.
- Examination of disruptive influences, such as e-commerce and changing consumer profiles.
- Development of long-term strategic recommendations for sustainable business models.
Extract from the Book
6.2. The seven central success factors for the retail business
Success factor no.1: “100% customer communication!”
The affinity with the consumer’s wishes, the constant listening to the things that change, that is the success factor no. 1. The culture and information technology of a company has to create a friendly communication between the employees about the customer relevant data, mainly however, it has to create a friendly communication with the customer. Modern communication equipment such as the call centre has to provide a service that the customer perceives as pleasant.
Success factor no.2: “Strong personnel!”
The 100% customer focus can only be put into practice by the personnel. Success factor no. 2 are therefore the employees. Their identification with the company, their attitude and service-orientation make many things possible. The employees’ personalities and their enjoyment in their work bind the sales volume and create the open ear for the customer. Investments in education and training are money well invested.
Success factor no.3: “An open attitude to life!”
The culture of having an open eye for the signals of the market is the base. These have to be communicated and taken seriously, this is the next prerequisite. It is the open attitude towards opportunities, even if they appear perhaps absurd. It is the courage to examine them for yourselves and to look for opportunities in them instead of reasons for rejection. It is the openness for new technologies and visions.
Summary of Chapters
1. Introduction: Discusses the motivation for the thesis, specifically the threats posed to static retail by internet-based commerce and disruptive strategies.
2. Propositions for the project of the thesis: Outlines the initial assumptions regarding consumer needs, success factors, and enduring principles in commerce.
3. Aim of the thesis: Defines the research goal of showing how retail companies can secure future growth and stability through identified success factors.
4. Research approach, areas covered and basic definitions: Clarifies the scope of the study and provides necessary definitions for retail business and market segmentation.
5. Methods used: Describes the methodology, including the Delphi expert survey, "Picture of the Future" technique, and consumer surveys.
6. Hypotheses: Presents seven propositions regarding future retail trends, success factors, and timeless market principles.
7. Status of research: Analyzes the current market environment using the PESTEL model, evaluates literature on market "destroyers," and details expert survey results.
8. Limits of the work and recommendations for further research: Acknowledges the broad focus on meta-topics and suggests future investigation into specific sectors.
9. Conclusion and outlook: Summarizes the necessity for retail businesses to maintain a strong customer focus amidst the polarity of direct sales and physical shopping.
10. List of the author’s publications: Enumerates the author's previous and upcoming professional contributions to the retail and optics sectors.
11. List of literature and sources the author expects to use for the thesis: Provides a comprehensive list of references categorized into books, magazines, and internet sources.
Keywords
Retail business, success factors, consumer behavior, European retail, Delphi survey, multi-channel strategy, customer focus, e-commerce, market segmentation, PESTEL model, strategic management, digital transformation, retail innovation, consumer trends, future scenarios.
Frequently Asked Questions
What is the core focus of this research?
The research investigates the future of the European retail industry up to 2050, focusing on how companies can remain successful, stable, and competitive amidst rapid market changes.
What are the primary themes covered in the study?
Key themes include the impact of disruptive digital strategies, the evolving needs of the modern consumer, the importance of personnel, and the identification of timeless success principles.
What is the ultimate goal of the thesis?
The goal is to provide a recommended strategy for retail companies, supported by hypotheses and insights, that helps them navigate the balance between cost-efficiency and customer service.
Which scientific methods are utilized?
The author employs a mix of methods, including the Delphi expert survey technique, literature research on economic "destroyers," consumer surveys analyzed via SPSS, and the "Picture of the Future" creativity technique.
What does the main body address?
The main body examines current retail structures, evaluates literature regarding successful market players, and reports on the findings of expert and consumer surveys to forecast future success drivers.
Which keywords characterize this work?
Significant terms include "Retail Business," "Success Factors," "Multi-Channel Strategy," "Customer Focus," and "European Retail."
How does the author define the "Uechi-principle"?
The Uechi-principle, added by the author as a ninth survival principle, focuses on the ability to absorb setbacks, endurance, speed of action, and precision in execution, drawing inspiration from martial arts strategies.
What role do the "42 destroyers of the German economy" play?
They serve as a case study for analyzing successful entrepreneurial personalities and disruptive business models, helping to deduce transferable success factors for the retail sector.
What is the significance of the "Picture of the Future"?
It acts as a creative, fictional tool to help decision-makers visualize future retail environments, allowing them to test business models and identify missing components for future success.
- Quote paper
- Dipl.-Kfm., M.B.A. Jürgen Donhauser (Author), 2012, Future in the European Retail Business, Munich, GRIN Verlag, https://www.grin.com/document/270593
