In this thesis, the author approaches multi-channel distribution within the age of the digital customer, centralizing a strategic adoption in the German automotive industry. By applying a qualitative empirical research design, he determines key success factors and imperatives for building an effective digital business strategy in the German automotive industry and discloses general factors for success to thrive a multi-channel business. The choice of journals was based on the journal ranking at http://www.http://vhbonline.org/service/jourqual/ (status as of: 21.01.2014), whereas the author’s focus were highly ranked journals from diverse sources within the areas (1) Business Strategy (Strategy and Digital Business Strategy), (2) Marketing (Multi-Channel Marketing), (3) E-Commerce (E-Commerce and E-Commerce Strategy) and (4) Innovation management (Business Model Innovation). The “Journal of Marketing”, “Harvard Business Review”, “International Journal of Electronic and Commerce”, “European Management Journal” and “MIS Quarterly” depict the preferential literature source. Furthermore, guideline interviews with industry and solution experts (n = 4) of International Machines Corporation (IBM) have been executed. Having a clear vision across all functions and effective communication with all employees will be vital for the German car manufacturers to embark on the journey of becoming a multi-channel business attracting the digital customer. Creation of awareness for the shift and adopting
additional sales channels besides integrating the car dealership networks within the emerging multi-channel environment, offering unique product presentation in digital showrooms and building strategic partnerships with IT-providers in order to thrive. Additionally, car manufacturers that can offer a seamless customer experience across all physical and digital touch points through integrating and penetrating the additional sales channels within the existing ones besides managing emerging channel-conflict and building a central data base for customer insight and relationship management will
outreach their peers. Having a strong integration in-between the customers, suppliers and business processes in combination with personalized and targeted marketing, all driven by a top-down leadership approach with strong change management capabilities, will enable a car manufacturer to transform operations on a digital basis towards a multichannel
business.
Inhaltsverzeichnis (Table of Contents)
- List of Abbreviations
- List of Graphics
- Abstract
- 1. Introduction
- 1.1 Problem and Purpose
- 1.2 Approach to the thesis and outline
- 1.3 Object of investigation
- 2. Terminology and conceptual delineation
- 2.1 Conceptual delineation
- 2.1.1 Definition and concept of Business Strategy
- 2.1.2 Definition and concept of Multi-Channel Marketing
- 2.1.3 Definition and concept of Electronic Commerce
- 2.1.4 Conclusion to conceptual delineation
- 3. Conceptual Framework
- 3.1 Business Strategic Perspective
- 3.1.1 Fundamentals of Business Strategy
- 3.1.2 Digital Business Strategy
- 3.1.3 Business Strategic implications of Electronic Commerce
- 3.1.4 Business Model for Electronic Commerce
- 3.1.5 Conclusion to German Automotive Industry
- 3.2 Multi-Channel Marketing Perspective
- 3.2.1 Fundamentals of Multi-Channel Marketing
- 3.2.2 The role of Electronic Commerce in Multi-Channel Marketing
- 3.2.3 7C’s success factors of Cross-Channel Management
- 3.2.4 The Multi-Channel customer
- 3.2.5 Conclusion to German Automotive Industry
- 3.3 Electronic Commerce Perspective
- 3.3.1 Fundamentals of Electronic Commerce
- 3.3.2 Best-Practices and factors for success in Electronic Commerce
- 3.3.3 Managerial impact of Electronic Commerce
- 3.3.4 Information Technology and Logistics Distribution Models
- 3.3.5 Conclusion to German Automotive Industry
- 4. Research Methodology and qualitative empirical analysis
- 4.1 Central principles and characterization of qualitative empirical research
- 4.2 Method of data collection and evaluation
- 4.3 The changing landscape of vehicle distribution
- 4.3.1 Results to Business Strategic Perspective
- 4.3.2 Results to Multi-Channel Marketing Perspective
- 4.3.3 Results to Electronic Commerce Perspective
- 5. Conclusion and outlook
- 5.1 Critical reflection and theoretical evaluation of the deliverables
- 5.2 Critical reflection and implications for practical transfer
- 5.3 Starting points for further research
Zielsetzung und Themenschwerpunkte (Objectives and Key Themes)
This thesis aims to analyze the strategic adoption of Electronic Commerce (E-Commerce) in the German automotive industry within the context of multi-channel distribution and the emergence of the digital customer. The main objective is to identify key success factors and imperatives for building an effective digital business strategy with the use of E-Commerce in this industry. The thesis explores the challenges and opportunities presented by this shift, focusing on three main perspectives: Business Strategy, Multi-Channel Marketing, and E-Commerce.
- The impact of the digital customer on traditional industries
- The strategic implications of E-Commerce adoption in the automotive industry
- The key success factors for building a multi-channel distribution system
- The importance of integrating physical and digital sales channels
- The need for strong leadership and change management in digital transformation
Zusammenfassung der Kapitel (Chapter Summaries)
The first chapter introduces the research problem and purpose, focusing on the evolving landscape of vehicle distribution and the rise of the digital customer. It outlines the research questions and the approach taken in the thesis.
Chapter 2 delves into the terminology and conceptual delineation of the key concepts: Business Strategy, Multi-Channel Marketing, and E-Commerce. It provides definitions and frameworks for understanding these concepts in the context of this thesis.
Chapter 3 presents a conceptual framework for examining the German automotive industry's multi-channel distribution in the digital age. It analyzes the Business Strategic Perspective, the Multi-Channel Marketing Perspective, and the E-Commerce Perspective, drawing on relevant research findings and highlighting key themes.
Chapter 4 outlines the research methodology and provides a qualitative empirical analysis of the findings. It describes the guideline interviews conducted with industry experts and the data evaluation process, leading to insights into the changing landscape of vehicle distribution.
Chapter 5 concludes the thesis with a critical reflection on the theoretical and empirical deliverables. It summarizes the key success factors and imperatives identified for a successful adoption of E-Commerce in the German automotive industry, and discusses implications for practical transfer. It also highlights potential starting points for further research in this field.
Schlüsselwörter (Keywords)
This thesis focuses on the key topics of Business Strategy, Digital Business Strategy, Multi-Channel Business, Multi-Channel Marketing, Electronic Commerce, and the German Automotive Industry. It examines the strategic adoption of E-Commerce, the impact of the digital customer, and the imperatives for successful multi-channel distribution within the automotive industry. The research explores themes such as customer engagement, channel integration, data management, and change management, highlighting the critical role of leadership and technology in driving digital transformation.
- Quote paper
- Sebastian Schulz (Author), 2014, Multi-Channel Distribution in the Age of the Digital Customer, Munich, GRIN Verlag, https://www.grin.com/document/299277
