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Herausforderungen des Multi-Channel-Retailings im mittelständischen Großhandel by Schmidt, Jessica Sarah

Herausforderungen des Multi-Channel-Retailings im mittelständischen Großhandel

by Jessica Sarah Schmidt
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Book cover type: Paperback
  • ISBN13: 9783959352109
  • Binding: Paperback
  • Subject: N/A
  • Publisher: Disserta Verlag
  • Publisher Imprint: Disserta Verlag
  • Publication Date:
  • Pages: 96
  • Original Price: GBP 43.99
  • Language: German
  • Edition: N/A
  • Item Weight: 123 grams
  • BISAC Subject(s): General

Das Internet führt zu einer Veränderung der Wettbewerbssituationen für viele Unternehmen. Der Bedeutungszuwachs des E-Commerce führt zum Aufbau eigener digitaler Vertriebs- und Kommunikationswege und somit zu einer gesteigerten Komplexität der Vertriebskanalsteuerung bzw. der Integration in evolutionär gewachsene Strukturen. Die bisherige Forschung befasst sich wenig mit der Integration eines Vertriebskanals. Zu den Themengebieten E-Commerce und Multi-Channel-Management existiert im B2C-Bereich zahlreiche Literatur, leider ohne Handlungsempfehlungen zur Integration des E-Commerce im Rahmen eines integrierten Vertriebskanalsystems im B2B-Bereich, dabei zählt die Integrations-Gestaltung und -Steuerung seit 2009 zu den wichtigsten und wachstumsstärksten Beratungsthemen. Die vorliegende Untersuchung befasst sich mit der Forschungsfrage, wie das E-Commerce erfolgreich in die bestehende Vertriebskanalstruktur mittelständischer Gro handelsunternehmen integriert werden kann, wobei die Distributionsaufgaben der einzelnen Vertriebskanäle von den Kunden innerhalb des Kaufprozesses als integriertes System wahrgenommen werden sollen.

Jessica Sarah Schmidt (M.A.) wurde 1986 in Bad Segeberg geboren. Ihr Studium der Betriebswirtschaftslehre an der Dualen Hochschule Baden-Württemberg schloss die Autorin im Jahre 2010 mit dem akademischen Grad des Bachelor of Arts ab. Bereits während des dualen Studiums sammelte sie innerhalb verschiedener Projekte umfassende, praktische Erfahrungen im mittelständisch strukturierten Großhandel. Anschließend übernahm sie im Ausbildungsunternehmen die Leitung der Warenwirtschaft, die Leitung mehrerer Filialen sowie seit 2013 zusätzlich die Leitung des Einkaufs. Im Jahr 2015 schloss die Autorin ein berufsbegleitendes Masterstudium zum Master of Arts (M.A.) der Betriebswirtschaftslehre an der Fachhochschule für Oekonomie und Management in Stuttgart mit Prädikatsexamen ab.

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