Coordinating Internet Sales with Other Channels: A Performance Measurement Model

205 Pages·2009·2.466 MB·English

by  Andreas Pinterits (auth.)

Andreas Pinterits
Coordinating Internet Sales with Other Channels
GABLER EDITION WISSENSCHAFT
Andreas Pinterits
Coordinating Internet Sales
with Other Channels
A Performance Measurement Model
With a foreword by
Univ.-Prof. Dr. Dr. h.c. Hans Robert Hansen
GABLER EDITION WISSENSCHAFT
Bibliographic information published by the Deutsche Nationalbibliothek
The Deutsche Nationalbibliothek lists this publication in the Deutsche Nationalbibliografie;
detailed bibliographic data are available in the Internet at http://dnb.d-nb.de.
Dissertation Wirtschaftsuniversität Wien, 2007
Veröffentlicht mit Unterstützung des Fonds zur Förderung
der wissenschaftlichen Forschung
1st Edition 2008
All rights reserved
© Gabler | GWVFachverlage GmbH, Wiesbaden 2008
Editorial Office: Frauke Schindler / Anita Wilke
Gabler is part of the specialist publishing group Springer Science+Business Media.
www.gabler.de
No part of this publication may be reproduced, stored in a retrieval system
or transmitted, in any form or by any means, electronic, mechanical, photo-
copying, recording, or otherwise, without the prior written permission of the
copyright holder.
Registered and/or industrial names, trade names, trade descriptions etc. cited in this publica-
tion are part of the law for trade-mark protection and may not be used free in any form or by
any means even if this is not specifically marked.
Cover design: Regine Zimmer, Dipl.-Designerin, Frankfurt/Main
Printed on acid-free paper
Printed in Germany
ISBN 978-3-8349-0845-2
Tomyfamily,Brigitta,StefanandStefanjun.
Foreword
ThecontinuinggrowthofglobalInternetusagehasaremarkableimpactonretailingbusinesses.
Customersexpecttodobusinessnotonlythroughstationarysaleschannels,butalsotoorder
online,pushingcompaniestointroducee-commercesaleschannels. Thedistributionofgoods
throughnewlyintroducede-commercesaleschannelsoffersretailersopportunitiessuchasthe
cost-effectiveenlargementoftheirassortmentandtheattractionofnewcustomers.However,it
alsoimplicatesanumberofproblems.Inthepast,channelconflictswereusuallyavoidedbydif-
ferentiatingtheofferingsofsaleschannels.Today,offeringsaretypicallycoordinatedbetween
acompany’se-commerceandothersaleschannels. Insuchcases,customerscanseamlessly
switchbetweendifferentcontactpointsduringtheirbuyingprocess,forexampletheygetthe
sameproductsforthesamepriceinthedifferentsaleschannels.
Such coordinatedsales channels certainly affect theinternal organizationalstructureofsuch
multichannel retailers. Adequate performance measurement systems are needed to manage
theresultingrisks(forexamplechannelconflicts)andutilizepossiblesynergyeffects. Inthis
book,adesignofaperformancemeasurementsystemformultichannelretailingispresented.It
addressesthecoordinationofdistributionchannelsfromaperformancemeasurement’sperspec-
tive.Theauthorplacesthisbookinthecontextofrecentmarketing,performancemeasurement
ande-commerceliterature. Thefirstpartreviewstherelevantliterature. E-commercebusiness
modelsformultichannelretailersandtheirstrategicoptionsarediscussed. Furthermore, the
requirementsformodernperformancemeasurementsystemsarepresented.Awholesectionof
thebookisdevotedtothediscussionofsuccessfactorsformultichannele-commerceretailers.
Thecentralpartofthisbookisthedesignofaperformancemeasurementsystem. Theused
methodsareinthescopeoftheGerman"Wirtschaftsinformatik"ordesignscience.Astructured
approachfollowingtheARIS-Method,introducedbyAugustWilhelmScheer,isusedtodesign
theperformancemeasurementsystem.
Thesystemitselfissplitintoageneralpartandaspecializedpart. Thegeneralpartdealswith
the overall design model of a performance measurement system for a sales and distribution
systemwithtwoormorechannels. Inthespecializedpart,amigrationmodelallowingforthe
viii Foreword
measurementofcustomerswitchingbehaviorduringthedifferentphasesofthesalesprocess
is developed and integrated into the overall model. The practical use is demonstrated by a
showcaseimplementationofthemodel.
This doctoral thesis is intended to solve real-world problems. On the one hand, it offers a
systematicviewontherelevantscientificliterature. Ontheotherhand,itisauniqueaidfor
marketing,controllingandsoftware-development. Irecommendittoeveryoneinvolvedwith
performancemeasurementformultichannele-commercebusinesses.
Univ.Prof.Dr.Dr.h.c.HansRobertHansen
DepartmentofInformationSystems
WirtschaftsuniversitätWien
Acknowledgements
IwouldliketothankmysupervisorsProf. HansRobertHansenandProf. ReinerSpringerfor
theirsupportofmy work. Theirsuggestionsand ourdiscussionsassistedmein gatheringa
betterunderstandingofthetopic.Prof.HansRobertHansenprovidedmewithamostsupport-
iveworkingenvironmentandencouragedmetoexcercisethenecessarydiscipline.Withouthis
help,thewritingofthisdissertationwouldhavenotbeenpossible. TheworkontheInstitute
forManagementInformationSystemsallowedmetogrowasaresearcherandasaperson.
IwouldalsoliketothankmyfriendsandmycolleaguesfromwhomIreceivedassistanceinvar-
iousforms. Theiradvice,ideas,encouragement,andcorrectionsallcontributedtothesuccess
ofthiswork.IwanttoexpressmyspecialthankstoDianaAmui,GregorGossy,GottfriedGru-
ber,KerstinKaim,NicolasKnotzer,MariaMadlberger,JanMendling,DavidMeyer,Christina
Stahl, Horst Treiblmaier, and Gernot Tschögl. Finally, I want to thank my family. I could
alwaysrelyontheirsupport,patience,anddevotion.
AndreasPinterits
Contents
1 Introduction 1
1.1 Researchquestion . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 2
1.2 Structureofthework . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 4
2 E-commercemultichannelretailing 7
2.1 E-commercebusinessmodels. . . . . . . . . . . . . . . . . . . . . . . . . . . 9
2.1.1 Classificationofe-commercebusinessmodels. . . . . . . . . . . . . . 9
2.1.2 Designofe-commercebusinessmodels . . . . . . . . . . . . . . . . . 12
2.2 Designofdistributionchannels . . . . . . . . . . . . . . . . . . . . . . . . . . 13
2.2.1 Marketdefinition,legalformandpartnerships. . . . . . . . . . . . . . 14
2.2.2 Rangeofgoodsandservices . . . . . . . . . . . . . . . . . . . . . . . 15
2.2.3 Pricing . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 15
2.2.4 Communication. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 16
2.2.5 Distribution,typeofoperation . . . . . . . . . . . . . . . . . . . . . . 16
2.2.6 Organizationalstructure . . . . . . . . . . . . . . . . . . . . . . . . . 18
2.2.7 Internalprocesses. . . . . . . . . . . . . . . . . . . . . . . . . . . . . 20
2.3 Coordinationofdistributionchannelsandutilizationofsynergies . . . . . . . . 20
2.3.1 Marketdefinition,legalformandpartnerships. . . . . . . . . . . . . . 23