Multichannel Management
ISBN:
978-3-631-59445-2
Verlag:
Peter Lang GmbH, Internationaler Verlag der Wissenschaften
Land des Verlags:
Deutschland
Erscheinungsdatum:
31.10.2009
Reihe:
Forschungsergebnisse der Wirtschaftsuniversitaet Wien
Format:
Hardcover
Seitenanzahl:
204
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A company operating various sales channels, e.g. the Internet and a traditional shop, inevitably faces a tricky coordination problem. As prevalent approaches often do not lead to a satisfying solution, the author suggests a normative model to offer directions for the optimal channel coordination. The model is based on stochastic purchase and switching probabilities, given certain conditions like prices and supportive marketing activities (like delivery time or shop environment). A company can fit its consumer base to the model and simulate various effects on its earnings by altering prices or marketing activities. The model is a market-based playground to develop new holistic strategies for a multichannel company without affecting the market.
Biografische Anmerkung
The Author: Gottfried Gruber studied economics and computer science (Wirtschaftsinformatik) at the Vienna University of Technology from 1998-2003. Until 2006 he successfully completed the Center for Central European Financial Markets Program as well as a portfolio management program. From 2006 until 2009 he earned a doctor’s degree at the Vienna University of Economics and Business. During his studies he was employed at software companies, telecommunication companies, and banks.
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