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Stationary trade versus e-commerce - Competitors or complementary concepts? The application of multi-channel strategies in the digital age.

  • The e-Commerce market is continuously gaining importance, leading to a fast market development and to equally rapid transition in business models. This thesis analyses the impact of the e-Commerce sector on stationary trade, based on a case study of an internationally established retailer with focus on the Swiss market. The paper builds up on the explanation of the term e-Commerce and the e-Commerce sector, then evaluates the effects of e-Commerce on stationary trade. Based on this information, a case study will be analysed using specific key performance indicators. The aim is to clarify whether the e-Commerce sector is a threat for stationary trade and to elaborate recommendations for retailers. Therefore, innovative concepts of retail stores are mentioned and applied to the case study, in order to give concrete recommendations for further development of multi channel strategies. It can be concluded that although e-Commerce is a growing business model, stationary trade is indispensable. Both sectors should be understood as complementary concepts. Consequently, strategies for implementing multi-channel schemes should be implemented in order to stay competitive and satisfy customer needs.

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Author:Friederike Berg
Advisor:Paul Taylor
Document Type:Bachelor Thesis
Year of Completion:2016
Granting Institution:Hochschule Furtwangen
Release Date:2016/04/05
Degree Program:IBM - International Business Management
Functional area:Marketing
Open-Access-Status: Closed Access 
Licence (German):License LogoUrheberrechtlich geschützt