Swoboda / Morschett / Rudolph European Retail Research

2008 | Volume 22
1. Auflage 2009
ISBN: 978-3-8349-8099-1
Verlag: Betriebswirtschaftlicher Verlag Gabler
Format: PDF
Kopierschutz: 1 - PDF Watermark

E-Book, Englisch, 227 Seiten, Web PDF

Reihe: European Retail Research

The aim of EUROPEAN RETAIL RESEARCH is to publish interesting manuscripts of high quality and innovativeness with a focus on retail researchers, retail lecturers, retail students and retail executives. As it has always been, retail executives are part of the target group and the knowledge transfer between retail research and retail management remains a part of the publication’s concept. EUROPEAN RETAIL RESEARCH welcomes manuscripts on original theoretical or conceptual contributions as well as empirical research – based either on large-scale empirical data or on the case-study method. Following the state of the art in retail research, articles on any major issues that concern the general field of retailing and distribution are welcome.
The review process will support the authors in enhancing the quality of their work and will offer the authors a reviewed publication outlet. Part of the concept of EUROPEAN RETAIL RESEARCH is an only short delay between manuscript submission and final publication, so it is intended to become a quick publication platform.

Zielgruppe

Research

Autoren/Hrsg.

Swoboda, Bernhard

Morschett, Dirk

Rudolph, Thomas

Schnedlitz, Peter

Schramm-Klein, Hanna

Inhaltsverzeichnis

Social Media: A New Frontier for Retailers?.- International Retail Divestment: Reviews, Case Studies and (E)merging Agenda.- Exploring the Power of Adaptive Selling Techniques on Consumers’ Buying Behaviour.- Measurement of Attitude Toward Private Labels: A Replication and Extension.- Determinants of Relationship Continuity between Fashion Retailers and Suppliers in Brazil.- The Impact of Communication on Satisfaction and Loyalty in the Franchise System: Subjective Viewpoints of Franchisees.- Multinationals in Central and Eastern Europe: A Case Study of International Expansion by a Slovenian Retailer.- Potentials of RFID Application in Retailing: A Conjoint-based Preference Analysis.- Retailing in France: Overview and Key Trends / What’s up?.- The Austrian Retail Market: A Profile.

Leseproben

Social Media: A New Frontier for Retailers? (p. 1)

Efthymios Constantinides, Carlota Lorenzo Romero and Miguel A. Gómez Boria

Abstract

During the last two decades the retailing industry is finding itself in a state of constant evolution and transformation. Globalization, mergers and acquisitions, and technological developments have drastically changed the retailing landscape. The explosive growth of the Internet has been one of the main catalysts in this process. The effects of the Internet have been mostly felt in retail sectors dealing mainly with intangibles or information products.

But these are not likely to be limited to these sectors, increasingly retailers of physical products realize that the empowered, sophisticated, critical and well-informed consumer of today is essentially different to the consumer they have always known. The web, and particularly what is known as Social Media or Web 2.0, have given consumers much more control, information and power over the market process, posing retailers with a number of important dilemmas and challenges.

This article explains what the new face of the Internet, widely referred to as Web 2.0 or Social Media, is, identifies its importance as a strategic marketing tool and proposes a number of alternative strategies for retailers. Implementing such strategies will allow retailers not only to survive, but also create competitive advantages and thrive in the new environment.

Keywords

Social Media, Web 2.0, Retailing, Internet Retailing, Customer Behaviour, Online Strategy

1. Introduction

Fifteen years after its commercial launching, the Internet has become the second most important distribution channel (after high street retailing) and a major source of customer information and empowerment (Urban 2003, 2005, Constantinides/Fountain 2008). A number of recent developments in this field threaten to further weaken the role of traditional retailing in a number of sectors where retailers and intermediaries have always played an important role.

Music, entertainment, press, printing/publishing and traditional travel agents are some of the branches that have already felt the negative effects of Internet-enabled disintermediation. The web has made possible the direct contact between producers and consumers, making the physical retailer of information-based products or intangibles redundant.

These developments are widely seen as effects of the Internet evolution and have been extensively discussed and debated. However, over the last three years, a new generation of online tools, applications and approaches such as blogs, wikis, online communities and virtual worlds, commonly referred to as Web 2.0 or Social Media, are increasingly attracting the attention of practitioners and, recently, of academics.

As often happens when revolutionary innovations become booming business, research and theoretical underpinning on the Web 2.0 issue is still very limited and there is not even a generally accepted definition. What most people would agree though is that a fundamental element of Web 2.0 is what is widely known as Customer-Generated Content (CGC): besides extracting value, users also add value to Web 2.0 applications and processes by generating, reviewing, editing and disseminating content.

Direct customer involvement and CGC result in powerful network effects and users’ communities (O’Reilly 2005).

Über Autor(innen)

Prof. Dr. Dirk Morschett, University of Fribourg, Switzerland
Prof. Dr. Thomas Rudolph, University of St. Gallen, Switzerland
Prof. Dr. Peter Schnedlitz, Vienna University of Economics and Business Administration, Austria
PD Dr. Hanna Schramm-Klein, Saarland University, Germany
Prof. Prof. h.c. Dr. Bernhard Swoboda, University of Trier, Germany