03327nam 2200673 450 991082649530332120230807212624.03-11-041716-23-11-041722-710.1515/9783110417166(CKB)3710000000346232(EBL)1867171(SSID)ssj0001440913(PQKBManifestationID)12012671(PQKBTitleCode)TC0001440913(PQKBWorkID)11393941(PQKB)11184672(MiAaPQ)EBC1867171(DE-B1597)450189(OCoLC)903955948(DE-B1597)9783110417166(Au-PeEL)EBL1867171(CaPaEBR)ebr11015830(CaONFJC)MIL807753(EXLCZ)99371000000034623220150213h20152015 uy 0engur|nu---|u||utxtccrToward cross-channel management a comprehensive guide for retail firms /Felix Brunner, Thomas RudolphBerlin, Germany :De Gruyter Oldenbourg,2015.©20151 online resource (84 p.)Description based upon print version of record.3-11-055389-9 3-11-041698-0 Includes bibliographical references at the end of each chapters.Front matter --Contents --List of Figures --List of Tables --Preface --Summary --1. Introduction --2. The Strategic Perspective --3. The Planning Perspective --4. Outlook --About the AuthorsNew digital devices enable consumers to ubiquitously access the Internet and inspire them to switch between online and offline channels when shopping – a phenomenon extant research on consumer behavior terms cross-channel shopping. This considerable change in consumer behavior offers great potential for retailers worldwide to strengthen their competitiveness. Today, retail incumbents aspire to integrate their channels to offer compelling switching opportunities among all online and offline channels – an approach we coin cross-channel management. However, addressing cross-channel shoppers may entail a rise in business model complexity which can only be tackled by installing a firm-wide strategic change process. Set against this transformative background, this book offers insight into how firms can overcome said inertia and successfully transform their current channel specific business model to a much more integrated system of online and offline channels. With the help of 71 interviews with top and middle managers in retailing, this book derives a variety of recommendations in the field of cross-channel management for retailers and manufacturers.Retail tradeManagementConsumer behaviorStores, RetailShoppingRetail tradeManagement.Consumer behavior.Stores, Retail.Shopping.658.87Brunner Felix1694758Rudolph ThomasMiAaPQMiAaPQMiAaPQBOOK9910826495303321Toward cross-channel management4073506UNINA