Eva Müller

Bricks and Clicks.The right balance between virtual and physical stores (eBook, PDF)

Using the Examples of Zara and Dell

• Format: PDF

Produktbeschreibung

Seminar paper from the year 2012 in the subject Business economics - Offline Marketing and Online Marketing, grade: 1,3, Shanghai University (International Management), course: E-Commerce, language: English, abstract: As the importance of E-Commerce is constantly growing, traditional brick-and mortar companies have to consider building up an additional sales channel - the Internet. In order to be successful, companies have to find an appropriate proportion between full integration and separation of virtual and physical store. The purpose of this paper is to give an overview of the article "Get the Right Mix of Bricks & Clicks" by Ranjay Gulati and Jason Garino, which was published in the Harvard Business Review of June 2000.To understand the concept better, the author is applying the arguments to two E-business firms: "Zara", a clothing retailer and "Dell", a computer manufacturer.

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Produktdetails

• Verlag: GRIN Verlag
• Seitenzahl: 15
• Erscheinungstermin: 13. April 2015
• Englisch
• ISBN-13: 9783656939603
• Artikelnr.: 42601139

Autorenporträt

Eva Müller, geboren 1933, war bis 1998 Professorin für Sinologie und Literatur Chinas an der Humboldt Universität zu Berlin und hat bis heute Lehraufträge an der Universität Leipzig und der Freien Universität Berlin.