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Adding Bricks to Clicks – (R)Evolution des Online-Handels

Author

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  • Rittinger, Sebastian
  • Schulte, Martin
  • von Wedel, Jens

Abstract

Der Online-Handel befindet sich im Umbruch. Mit wachsender Konkurrenz auf dem virtuellen Parkett konfrontiert, überarbeiten derzeit viele Online-Händler ihre Vertriebsstrategie und bauen sich ein zusätzliches Standbein im stationären Handel auf. Der Beitrag beschreibt die damit verbundenen Zielsetzungen und identifiziert zentrale Erfolgsfaktoren.

Suggested Citation

  • Rittinger, Sebastian & Schulte, Martin & von Wedel, Jens, 2017. "Adding Bricks to Clicks – (R)Evolution des Online-Handels," Marketing Review St.Gallen, Universität St.Gallen, Institut für Marketing und Customer Insight, vol. 34(5), pages 34-39.
    • Handle: RePEc:zbw:hsgmrs:275937
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    References listed on IDEAS

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    1. Verhoef, Peter C. & Kannan, P.K. & Inman, J. Jeffrey, 2015. "From Multi-Channel Retailing to Omni-Channel Retailing," Journal of Retailing, Elsevier, vol. 91(2), pages 174-181.
    2. Willems, Kim & Janssens, Wim & Swinnen, Gilbert & Brengman, Malaika & Streukens, Sandra & Vancauteren, Mark, 2012. "From Armani to Zara: Impression formation based on fashion store patronage," Journal of Business Research, Elsevier, vol. 65(10), pages 1487-1494.
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