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  4. The Prerequisites for D2C Strategies - A Close View at Established Consumer Goods Manufacturers
 
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The Prerequisites for D2C Strategies - A Close View at Established Consumer Goods Manufacturers

Journal
Marketing Review St. Gallen
ISSN
1865-6544
Type
journal article
Date Issued
2021-10-28
Author(s)
Lienhard, Severin Dominic  
Schögel, Marcus  
Boppart, Angela  
Abstract (De)
Various drivers are currently encouraging established consumer goods
manufacturers to start exploiting the D2C growth opportunity. Semi-structured interviews were used to explore the different facets and angles of D2C drivers and prerequisites. The results show that for traditionally intermediary-focused manufacturers the launching of
D2C strategies demands four prerequisites: commitment, capabilities,
customer transformation management and culture.
Language
English
HSG Classification
contribution to scientific community
Refereed
Yes
Publisher
Gabler/GWV-Fachverl
Number
6
Start page
10
End page
17
URL
https://www.alexandria.unisg.ch/handle/20.500.14171/109789
Subject(s)

business studies

Division(s)

IMC – Institute for M...

Eprints ID
264697
File(s)
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Thumbnail Image

open.access

Name

MRSG_6_2021_D2CPrerequisites_Lienhardetal_.pdf

Size

184.47 KB

Format

Adobe PDF

Checksum (MD5)

51e4a87f1cbf35288326488959ad4fd5

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