Coordinating Internet Sales with Other Channels A Performance Measur
Since the Internet has become a common tool of daily life, many companies have introduced e-commerce channels in addition to their traditional sales channels. Such e-commerce channels typically share the same markets with traditional channels which expose
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GABLER EDITION WISSENSCHAFT
Andreas Pinterits
Coordinating Internet Sales with Other Channels A Performance Measurement Model
With a foreword by Univ.-Prof. Dr. Dr. h.c. Hans Robert Hansen
GABLER EDITION WISSENSCHAFT
Bibliographic information published by the Deutsche Nationalbibliothek The Deutsche Nationalbibliothek lists this publication in the Deutsche Nationalbibliografie; detailed bibliographic data are available in the Internet at http://dnb.d-nb.de.
Dissertation Wirtschaftsuniversität Wien, 2007
Veröffentlicht mit Unterstützung des Fonds zur Förderung der wissenschaftlichen Forschung
1st Edition 2008 All rights reserved © Gabler | GWV Fachverlage GmbH, Wiesbaden 2008 Editorial Office: Frauke Schindler / Anita Wilke Gabler is part of the specialist publishing group Springer Science+Business Media. www.gabler.de No part of this publication may be reproduced, stored in a retrieval system or transmitted, in any form or by any means, electronic, mechanical, photocopying, recording, or otherwise, without the prior written permission of the copyright holder. Registered and/or industrial names, trade names, trade descriptions etc. cited in this publication are part of the law for trade-mark protection and may not be used free in any form or by any means even if this is not specifically marked. Cover design: Regine Zimmer, Dipl.-Designerin, Frankfurt/Main Printed on acid-free paper Printed in Germany ISBN 978-3-8349-0845-2
To my family, Brigitta, Stefan and Stefan jun.
Foreword The continuing growth of global Internet usage has a remarkable impact on retailing businesses. Customers expect to do business not only through stationary sales channels, but also to order online, pushing companies to introduce e-commerce sales channels. The distribution of goods through newly introduced e-commerce sales channels offers retailers opportunities such as the cost-effective enlargement of their assortment and the attraction of new customers. However, it also implicates a number of problems. In the past, channel conflicts were usually avoided by differentiating the offerings of sales channels. Today, offerings are typically coordinated between a company’s e-commerce and other sales channels. In such cases, customers can seamlessly switch between different contact points during their buying process, for example they get the same products for the same price in the different sales channels. Such coordinated sales channels certainly affect the internal organizational structure of such multichannel retailers. Adequate performance measurement systems are needed to manage the resulting risks (for example channel conflicts) and utilize possible synergy effects. In this book, a design of a performance measurement system for multichannel retailing is presented. It addresses the coordination of distribution channels from a performance measurement’s perspective. The author places this book in the context of recent marketing, performance measurement and e-commerce literature. The first part reviews the relevant literature. E-comme
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