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.
Table of Contents
- 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
Objectives and Key Themes
This thesis aims to identify key success factors and imperatives for building an effective digital business strategy incorporating Electronic Commerce within the German automotive industry. It uses a qualitative empirical research design to analyze the strategic adoption of multi-channel online distribution in this sector.
- Strategic adoption of Electronic Commerce in the German automotive industry.
- Key success factors for a digital business strategy in a multi-channel environment.
- Imperatives for successful Electronic Commerce adoption in the German automotive industry.
- The role of the digital customer in driving multi-channel distribution.
- Challenges and opportunities presented by multi-channel marketing strategies.
Chapter Summaries
1. Introduction: This chapter introduces the research problem, focusing on the impact of the digital customer and the rise of e-commerce on the traditional German automotive distribution model. It highlights the need for strategic adaptation and outlines the research questions: identifying key success factors for a digital business strategy within a multi-channel e-commerce environment, and determining the crucial imperatives for e-commerce adoption in the German automotive industry. The chapter establishes the context by referencing existing literature that foreshadows the current shift in the automotive landscape, demonstrating the urgency for change.
2. Terminology and conceptual delineation: This chapter defines key terms for the study, including "Business Strategy," "Multi-Channel Marketing," and "Electronic Commerce," establishing a common understanding of the concepts used throughout the thesis. It draws upon established theoretical frameworks from various research fields to provide a basis for the subsequent analysis, ensuring clarity and consistency in terminology and approach.
3. Conceptual Framework: This chapter develops the theoretical foundation of the study by exploring three perspectives: Business Strategy, Multi-Channel Marketing, and Electronic Commerce. It integrates relevant theoretical frameworks and research findings, examining the strategic implications of e-commerce, digital business strategies, multi-channel marketing fundamentals, and best practices in e-commerce implementation. The chapter culminates in conclusions specifically tailored to the German automotive industry, laying the groundwork for the empirical analysis.
4. Research Methodology and qualitative empirical analysis: This chapter details the qualitative empirical research methodology employed in the thesis. It describes the principles of qualitative research, justifying the chosen approach and outlining the data collection methods (guideline interviews with industry and solution experts). The chapter also explains the data evaluation process, outlining the framework used to analyze the gathered data and connect it to the theoretical framework established in previous chapters. Finally, it presents the findings of the empirical analysis, categorized by the three perspectives (Business Strategic Perspective, Multi-Channel Marketing Perspective, and Electronic Commerce Perspective).
Keywords
Business Strategy, Digital Business Strategy, Multi-Channel Business, Multi-Channel Marketing, Electronic Commerce, German Automotive Industry, Digital Customer, Customer Relationship Management (CRM), Supply Chain Management, Channel Conflict, Multi-channel distribution, Digital Transformation, Change Management.
Frequently Asked Questions: A Comprehensive Language Preview
What is the overall purpose of this document?
This document provides a comprehensive preview of a thesis, including its table of contents, objectives, key themes, chapter summaries, and keywords. It's designed to offer a structured overview of the research conducted on the strategic adoption of e-commerce within the German automotive industry.
What are the main topics covered in the thesis?
The thesis explores the strategic adoption of e-commerce within the German automotive industry, focusing on key success factors and imperatives for building an effective digital business strategy in a multi-channel environment. It examines the role of the digital customer and the challenges and opportunities presented by multi-channel marketing strategies. The research is built around three core perspectives: Business Strategy, Multi-Channel Marketing, and Electronic Commerce.
What is the research methodology used?
The thesis employs a qualitative empirical research design, utilizing guideline interviews with industry and solution experts as the primary method of data collection. The data evaluation process connects the gathered information to the established theoretical framework, analyzing results through the lens of the three core perspectives.
What are the key themes explored in the research?
Key themes include the strategic adoption of e-commerce in the German automotive industry, identifying key success factors for a digital business strategy in a multi-channel environment, and determining the crucial imperatives for e-commerce adoption. The role of the digital customer in driving multi-channel distribution and the challenges and opportunities presented by multi-channel marketing strategies are also central.
What are the key terms defined in the thesis?
The thesis defines crucial terms such as "Business Strategy," "Digital Business Strategy," "Multi-Channel Marketing," "Electronic Commerce," "Digital Customer," "Customer Relationship Management (CRM)," "Supply Chain Management," "Channel Conflict," "Multi-channel distribution," "Digital Transformation," and "Change Management," ensuring clarity and consistency throughout the research.
What are the chapter summaries?
Chapter 1 introduces the research problem and outlines the research questions. Chapter 2 defines key terms and concepts. Chapter 3 develops the theoretical framework, exploring the three perspectives of Business Strategy, Multi-Channel Marketing, and Electronic Commerce. Chapter 4 details the qualitative empirical research methodology, including data collection, evaluation, and presentation of findings.
What is the target industry of this research?
The research focuses specifically on the German automotive industry, analyzing the impact of digital transformation and e-commerce on its traditional distribution model.
What kind of data was used in this research?
The research uses qualitative data obtained through guideline interviews with industry and solution experts within the German automotive sector.
What is the overall conclusion implied by this preview?
The preview suggests that the thesis will offer valuable insights into the strategic challenges and opportunities presented by the digital transformation of the German automotive industry, providing recommendations for successful e-commerce adoption and multi-channel marketing strategies.
- 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
