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
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.
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
Subject(s)
Division(s)
Eprints ID
264697
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MRSG_6_2021_D2CPrerequisites_Lienhardetal_.pdf
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Format
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