Betriebswirtschaftslehre des Handels

Barth, K.; Hartmann, Michaela F.; Schröder, Hendrik

doi:10.1007/978-3-322-96614-8

Cited by 37 publications

(12 citation statements)

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“…Even though multi-channel marketing is not a new phenomenon (Möhlenbruch/Schmieder 2002;Barth et al 2007.) the scientific literature does not offer a standardized definition (Schramm-Klein 2003;Hudetz/Baal 2005;Wirtz 2008).…”

Section: Theoretical Background Of Multi-channel Retailingmentioning

confidence: 96%

“…We will therefore limit the description to the spurring factors with the highest influence on the general development in retail business (Barth et al 2007) and on Multi-Channel-Business in particular (Ahlert/Hesse 2003;Bachem 2004). Increasing mobility and the development of ICT (which, among other things, leads to new marketing channels and increasing capacities in the back end) expand the competitive situation in retail business to an additional geographical level (Purper 2007).…”

Section: Theoretical Background Of Multi-channel Retailingmentioning

confidence: 98%

“…Multi-channel marketing includes the operational planning, implementation and evaluation of all demand-orientated instruments: those that contain merchandise, price and communication (Barth et al 2007). …”

Section: Operational Potentialsmentioning

confidence: 99%

“…The discussion about Multi-Channel-Systems in retail business might not be new -but it has gained momentum against the background of consolidations and mergers, the development of information and communication technologies (ICT) and experiences of disillusionment with pure e-commerce players (Dohmann et al 2002;Barth et al 2007). This is additionally evidenced by the increasing number of academic publications and the gain in importance of multi-channel distribution in retail-practice -where many pure e-players have augmented their structure of distribution with alternative channels (Tang/Xing 2001;Schögel et al 2004).…”

Section: Introductionmentioning

confidence: 99%

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Interactive Web 2.0 Applications in the Multi-Channel Marketing for Retailers

Möhlenbruch

Blunck

Ritschel

2010

European Retail Research

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This literature review recapitulates the state of the art knowledge about the characteristics of Web 2.0 instruments and deduces application options for multi-channel marketing by retailers. The different instruments of Web 2.0 and the theoretical foundations of multi-channel marketing are introduced. The authors assign the specific Web 2.0 applications through the instrumental areas of retailing by confronting their particular features and functions with the specific chances, risks, goals and the operational and strategic demands (needs) of multi-channel management. This systematization gives retailers the chance to choose their instrumental assignments strategically, based on their specific goals in multi-channel marketing.

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Section: Theoretical Background Of Multi-channel Retailingmentioning

confidence: 96%

Section: Theoretical Background Of Multi-channel Retailingmentioning

confidence: 98%

Section: Operational Potentialsmentioning

confidence: 99%

Section: Introductionmentioning

confidence: 99%

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Interactive Web 2.0 Applications in the Multi-Channel Marketing for Retailers

Möhlenbruch

Blunck

Ritschel

2010

European Retail Research

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“…The function of trade is to exchange goods physically. Trade warrants supply to the consumer at the right place, the right time, and with products of unblemished quality (Barth et al, 2002). With respect to the dairy sector, vertical and horizontal trade must be distinguished.…”

Section: Introductionmentioning

confidence: 99%

The trade network in the dairy industry and its implication for the spread of contamination

Pinior

Konschake

Platz

et al. 2012

Journal of Dairy Science

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In case of an outbreak of a foodborne disease, administrative decisions in the context of crisis management are only efficient if they follow standard practices and are specifically adapted to the outbreak situation in a timely manner. These goals are hard to achieve. The complexity of national and global trade structures obscures a clear view of trade flows and, consequently, it is often impossible to unravel complex trade links quickly. Furthermore, increasing public concerns about possible health hazards caused by global trade put additional pressure on decision makers. The aim of this paper was to unveil the specific trade structures of the German milk supply chain, to highlight how these structures could affect the spatial spread of a hypothetical contaminant, and to quantify the risk of the contaminant reaching the consumer. To achieve this goal, the vertical and horizontal trade links between milk producers, dairies, and consumers were taken into account. The horizontal flow of milk between dairies (inter-dairy trade), which is intended to compensate a temporary over-or undersupply of milk, is of special importance in this respect. We hypothesized that the extent of interdairy trade would significantly influence the spatial spread of contaminated milk and the contamination risk. This hypothesis was tested using a computer simulation model that predicts the hypothetical spread of a contaminant via trade of milk. The model parameters were estimated using trade data collected in 2004 and 2010. The results of our study indicate that inter-dairy trade significantly influenced the contamination risk. Compared with a scenario with no inter-dairy trade, the risk that contaminated milk will reach the consumer was up to 4 times higher, even with moderate inter-dairy trade. The contamination risk depended on the extent of inter-dairy trade in a nonlinear way and reached its maximum asymptotically when inter-dairy trade increased. The contamination risk exhibited considerable spatial variation, which could be utilized to implement more accurate food control interventions in times of crisis caused by a foodborne disease.

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Betriebswirtschaftslehre des Handels

Cited by 37 publications

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Interactive Web 2.0 Applications in the Multi-Channel Marketing for Retailers

Interactive Web 2.0 Applications in the Multi-Channel Marketing for Retailers

The trade network in the dairy industry and its implication for the spread of contamination

Sektorales Marketing

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