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Advanced E-Business Research

International Trends & Issues

Edited By Stephan Böhm, Werner Quint and Peter Winzer

Since years, e-business research is subject of many conferences and publications. While researchers and practitioners often focus on e-business systems and applications, so far little attention has been given to the development of innovative and sustainable e-business models and solutions. This publication fills this gap by discussing the following key issues: What are challenges and opportunities for international e-business? What are the barriers and risks for companies implementing e-business models? How can they succeed in the long-term? In this context, this publication provides in-depth studies of consumer needs, cultural requirements as well as conditions of economic efficiency and successful implementation of e-business solutions. It is intended for e-business novices as well as advanced researchers and practitioners.

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Multichannel Retailing in the Regional Food Industry – An Explorative Approach (Sarah Spitzer / Tamara Ebner)


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Multichannel Retailing in the Regional Food Industry – An Explorative Approach

Sarah Spitzer, Tamara Ebner

Abstract: The number of consumers in Germany who buy groceries in the internet is increasing steadily. This trend comes along with new opportunities and prospects for the retail industry, e. g. online grocery shops with delivery service. Yet, studies point to the fact that the internet will not evolve to the leading channel for food shopping. The volatility and spontaneity of today’s society affects the consumer behaviour and determines the rise of new shopping concepts across channels, e. g. “Click and Collect”. Offering consumers a variety of different channels for their purchases and establishing a multichannel strategy not only enables retailers to fulfil the needs and requirements of their customers, but will also become one of the future marketing trends driving commerce internationally. In an explorative approach, we focus on regional food commerce – a growing segment of the grocery industry. We intent to find out to what extent have recent changes in consumer behaviour and the challenges of omnichannel marketing reached the regional farming direct marketers’ everyday business and how are they going to react to it?

Keywords: Multichannel Marketing, Target Groups, E-Commerce, Local Food Retailing

1 Introduction

The proliferation of different distribution channels due to technological innovations and its consequences on consumer behavior have been widely discussed in scientific literature. After a period of studies on covariates of consumer decisions and opportunities...

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