Channel Conflict When Adding Internet Channel on Existing Store Based Retailer

 Essay in Channel Issue When Adding Internet Channel on Existing Store Based Retailer

Channel issue when adding the Internet being a complementary marketing channel to an existing advertising channel program. A case study of a Ancient greek language mobile phone system retailer.


carried out jointly with WIND Hellas Telecommunications, Leicester

October 2009

Project published to Leicester University in partial completion of the requirements for the degree of Master of Business Supervision.

CONTENTS Webpage Acknowledgments Professional Summary Intro Internet like a marketing funnel Multi-channel program Research trouble Research issue one Analysis question two Research problem three Research question several Delimitations Books review Benefits from multi-channel selling Challenges of the multi-channel system Channel discord Causes of turmoil Impact of channel discord Approaches to reduce channel discord Methodology Empirical evidence/ Discussion of findings Demographics Research issue one Research question two Research issue three Analysis question several MANN-WHITNEY test Conclusions Analysis question 1 Research issue two Study question three Research question four Suggestions Reflections Recommendations Appendices Appendix A - Output SPSS – almost all respondents Appendix A1 -Output SPSS physical stores Appendix A2 -Output SPSS e-shop Appendix M -Cover notification Appendix C –Questionnaire Appendix D -Project Proposal Appendix E -Ethics Form -3-4-5-6-7-8-9-9-10-10-11-12-13-16-18-19-22-26-27-28-29-30-31-36-37-38-39-41-43-45-53-74-79-84-85-88-99-

1 . 1 ) 1 1 ) 2 1 . 3 1 ) 3. you 1 . 3. 2 1 ) 3. 3 1 . 3. 4 1 . 3. your five 1 . 5 2 installment payments on your 1 installment payments on your 2 2 . 3 2 . 3. you 2 . 3. 2 installment payments on your 3. a few 3 some 4. you 4. a couple of 4. three or more 4. some 4. a few 4. 6th 5 5. 1 5. 2 five. 3 a few. 4 six 7 8 9 on the lookout for. 1 on the lookout for. 1 . 1 9. 1 . 2 being unfaithful. 2 on the lookout for. 3 being unfaithful. 4 being unfaithful. 5

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Acknowledgments I would like to thank my colleagues in WIND Hellas Telecommunications who despite their particular working pressure due to latest company's shaky situation; that they showed superb concern in sending myself their answers promptly. I especially give thanks to Mr. Vaios Karantinos, Business Sales Overseer of WIND, who offered me the motivation to consider and evaluate the specific matter of my own dissertation and shared with him a new advertising era intended for WIND.

We also would like to thank, my personal professor in Athens, Yannis Megaloeconomou, because of his assistance and support to finish my own degree despite of the problems My spouse and i faced the very last three years (professional and health).

Finally, I desired to say thanks to my parents for his or her support as well as for their insistence in urging me to complete my research despite of the ultimate overloading I had fashioned to cope inside my job the last years. Specifically, I give thanks to my father whom I admire on a great level and who unconditionally plays an important role during my achievements.

October 2009 Atlanta Efrossinidou

Exec Summary The retail market is changing and having even more competitive and complicated. Retailers will be facing a larger diversification of customer demands, fragmentation of values, global competition and empowered clients. As a result, alteration is very important and multi-channel retailing provides a catalyst for many retailers that move from a product centric operation to a more client centric firm, whilst providing profitability and growth. Multi-channel retailing is an increasingly crucial phenomenon as well as the internal organizational dynamics connected with its procedure are intentionally critical. From this study we all focus on internal conflict among the groups (and its coalitions) responsible for controlling the various programs. The aim of this study is usually to identify the issues that a Greek Telecommunication merchant is forced to adopt multichannel strategy, the benefits that will be obtained, the causes of conflict between the two inner retailing functions, the impact of conflict that may arise within the channel effectiveness as well as encouraging approaches which may facilitate interior procedures in reducing route conflict.

The paper studies the studies of a case study in the Traditional Telecommunication retailing, after...

Recommendations: page -45-

Bryman, A Bell, At the (2007) Business Research Methods, New York: Oxford University Press Inc

Bucklin, C (1997) The McKinsey Quarterly " Channel issue: When it is harmful? ” several: 1-5

Choi, J, and Parj, L, International Journal of Price tag & Circulation Management " Multichannel selling in Korea

Chakrapani, C (2004) Statistics in Market Research New York: Arnold Publications given away in the united states by Oxford School Press Incorporation.

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Dayal, T, French, T and Sankaran, V (2002) " The e-tailer's top secret weapon” The McKinsey Quarterly, 2: 73-79

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Doherty, N, Chadwick, Farreneheit (2006) Worldwide Journal of Retail & Distribution Management " Fresh perspectives in Internet retailing: a review and proper critique for the field” 34(4/5): 411-428

Haeberle, M (2003) " Online retailing scores big” Sequence Store Age 79(7): forty eight

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Kotler, L. (2000) Advertising Management The Millennium Release Upper Saddle River, Nj-new jersey: Prentice-Hall

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Lankenau, C. Meters, Klein, H, Wehmeyer, T (2004) " Developing a Framework For Multichannel Strategies – An Analysis of Cases From the Grocery store Retail Industry” paper provided to the seventeenth Bled Electronic digital Commerce Seminar, Bled, Slovenia, June

Meitronen, L and Moller, T (2001) Managing of crossbreed organisations: An instance study of your retailing network organisation unpublished competitive newspaper for IMP 2001, Helsinki School of Economics and Business Supervision.

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