E-Tailing or Retailing?

E-Tailing or Retailing?

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Inhaltsangabe:Abstract: Already in 1996, when the full impact of the Internet was not yet acknowledged, Landow recognises the immense consequences the Internet and electronic technology will have on the whole of the book trade in his essay We are already beyond the book . In this point his essay agrees with the original generic idea of my chosen subject topic (the impact of the Internet on the book trade). At a later point, Sevedjedal states the following: Technological changes seem to hold the promise that the industry of literature can be organized in new ways, leapfrogging middlemen and reducing cost at one fell swoop ( ). There are now booksellers working on the Internet selling books by direct mail. These quotes reflect the view that the Internet has an impact on the traditional bookseller. The purpose of this research was to investigate the nature of the impact the Internet is having on the book trade. Hence, the existing markets and its potential for e-tailing and retailing and the major differences of e-tailing and retailing have been investigated. To what extend does the book as a product differ to other products and is this difference the reason why the book is one of the most popular products to be sold over the Internet? Further, this research contains findings about the competition between e-tailers and retailers in terms of price and customer service. Creating a questionnaire in form of a web site, opinions, attitudes and behaviours of potential readers and Internet users where explored. A final objective was to provide a framework for the successful combination of e-tail and retail businesses. Einleitung: Traditionelle BuchhAcndler sind an dem Punkt angekommen, wo sie nicht lAcnger den Einfluss des E-commerces und sein exponentielles Wachstum A¼bersehen kApnnen. Einst loyale Kunden wechseln A¼ber zu Internetanbietern, deren Kompetenz daraus besteht, das Produkt 24 Stunden am Tag verkaufen zu kApnnen. MApglicherweise ist es wA¼nschenswert ein Multi-Channel GeschAcftsmodel zu entwickeln mit mehreren Stellen fA¼r den Kundenkontakt, welches online sowie auch physikalisch prAcsent ist. Diese Arbeit betrachtet die, durch die neuen Technologien erbrachten, VerAcnderungen aus der Perspektive des EinzelhAcndlers, des sogenannten E-Tailers sowie dem BuchkAcufer. AuAŸerdem ist innerhalb dieser Arbeit der Vorschlag fA¼r ein Multi-Channel GeschAcftsmodel erschaffen worden, welches alle drei Hauptakteure innerhalb des modernen Buchmarktes einbezieht. Inhaltsverzeichnis:Table of Contents: 1.Abstract2 2.Introduction4 3.Literature review6 3.1Retailing6 3.1.1The traditional Retail Model7 3.1.2The strengths of an established retailer8 3.1.3The weaknesses of the physical retail model9 3.1.4Book Retailing9 3.1.5Competition within the retail market12 versus service13 3.2E-tailing15 3.2.1The e-tail market15 3.2.2The e-tail model16 3.2.3The strengths of e-tailer start-ups17 dis-intermediation of intermediaries18 3.2.4The weaknesses for e-tailer start-ups19 3.2.5Competition amongst e-tailers20 3.2.6Branding24 trust25 3.2.7Distribution26 3.3Clicks a Mortar27 4.Research Methodology31 4.1Research strategy34 4.2Primary Research35 4.2.1Population a Sample35 4.2.2Rationale for questionnaire method37 4.2.3Rationale against observation, interviews and case studies40 4.3Secondary Research41 5.Analysis43 5.1Book Purchasing 5.2Frequencies describing the use of the Internet51 5.3Developing customer loyalty71 6.Conclusion and Recommendations74 7.Bibliography78 8.Appendices82Its academica€ The bookseller 28th of April 2000 Walsh J., Godfrey, S., (2000) a€œThe Internet: A new era in customer servicea€ European Management Journal Vol. 18 No 5 February Waterstone ... Introduction letter 2. Questionnaire Doreen 81 BAanbsp;...

Title:E-Tailing or Retailing?
Author:Doreen Happatz
Publisher:diplom.de - 2002-11-25


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