Multichannel Commerce A Consumer Perspective on the Integration of P
This book takes an in-depth look at consumer behavior in the context of multichannel commerce, and explores how the convergence of physical and electronic channels influences consumer decision-making in a multichannel environment. In this regard, it goes
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Manuel Trenz
Multichannel Commerce A Consumer Perspective on the Integration of Physical and Electronic Channels
Progress in IS
More information about this series at http://www.springer.com/series/10440
Manuel Trenz
Multichannel Commerce A Consumer Perspective on the Integration of Physical and Electronic Channels
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Manuel Trenz Faculty of Business and Economics University of Augsburg Augsburg Germany
This book is based on a doctoral thesis successfully defended at the Business School of the University of Mannheim. ISSN 2196-8705 ISSN 2196-8713 (electronic) Progress in IS ISBN 978-3-319-16114-3 ISBN 978-3-319-16115-0 (eBook) DOI 10.1007/978-3-319-16115-0 Library of Congress Control Number: 2015933620 Springer Cham Heidelberg New York Dordrecht London © Springer International Publishing Switzerland 2015 This work is subject to copyright. All rights are reserved by the Publisher, whether the whole or part of the material is concerned, specifically the rights of translation, reprinting, reuse of illustrations, recitation, broadcasting, reproduction on microfilms or in any other physical way, and transmission or information storage and retrieval, electronic adaptation, computer software, or by similar or dissimilar methodology now known or hereafter developed. The use of general descriptive names, registered names, trademarks, service marks, etc. in this publication does not imply, even in the absence of a specific statement, that such names are exempt from the relevant protective laws and regulations and therefore free for general use. The publisher, the authors and the editors are safe to assume that the advice and information in this book are believed to be true and accurate at the date of publication. Neither the publisher nor the authors or the editors give a warranty, express or implied, with respect to the material contained herein or for any errors or omissions that may have been made. Printed on acid-free paper Springer International Publishing AG Switzerland is part of Springer Science+Business Media (www.springer.com)
Foreword
Multichannel—this concept currently has the retail industry wrapped around its little finger. Electronic commerce and the balance between brick and mortar business on the one hand and the increasing trend of adopting digitalized online business on the other was the main topic dominating the debate in retailing from the late 1990s to roughly 2010. Today, growth rates in online business remain consistently in the double digits in the Western world and increasingly in the BRIC countries as well, while the turnover figures for stationary downtown retail continue to decline. In the United States, many shopping malls—once the temples of commerce—are closing down, and large full-line distributors are finding themselves in hot water. More and more traditional companies are facing the inevitable consequences of this development and are now making steps toward embracing this novel development. However, to date, most research in this field has been geared toward the polarizati
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