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digitale Einkaufsstraße. Digitale Transformation der Produktion und des Handels

digitale Einkaufsstraße. Digitale Transformation der Produktion und des Handels

          
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About the Book

Studienarbeit aus dem Jahr 2020 im Fachbereich BWL - Marktforschung, Note: 1,0, Fachhochschule des bfi Wien GmbH, Sprache: Deutsch, Abstract: Diese Hausarbeit zielt darauf ab, die erlernten, theoretischen Erkenntnisse durch eigenständige Überlegungen anhand einer Case Study zu E-Commerce zu reflektieren. Die Aufgabenstellung bezieht sich auf das Unternehmen missfrieda.com, das ausschließlich über einen Online-Shop Kleidung für Neugeborene (bis 3 Monate) und Babys (bis 24 Monate) vertreibt. Einleitend wird das Unternehmen missfrida.com vorgestellt und erklärt, in welchem Zusammenhang es mit der von den Vereinten Nationen verabschiedeten "Agenda 2030 for Sustainable Development" und den in dieser festgeschriebenen Sustainable Development Goals (SDGs) steht. Anhand der Arbeitsdefinition von Vandor et al. werden die vier Definitionskriterien von Social Business vorgestellt und der Unterschied zu der in den letzten Jahren zunehmend zweckentfremdeten Idee der Corporate Social Repsonsability (CSR) bzw. Corporate Citizenship (CC) - Stichwort "Greenwashing" - dargestellt. Entlang zweier konstruierter Kundenreisen (Customer Journey) wird der kaufverhaltensspezifische Unterschied zwischen Online-Handel und stationärem Handel, ebenso wie die unterschiedlichen direkten und indirekten Touchpoints aufgezeigt. Die Rolle des Einzelhandels als wichtiger Wirtschaftszweig und die wachsende Bedeutung des Online-Handels werden anhand aktueller Studien für Österreich dargelegt. Da die Auswahl des Betriebstyps eines Unternehmens eine grundlegende Entscheidung ist, die wesentliche Auswirkungen auf die Konkurrenzfähigkeit hat, werden die einzelnen Betriebs- und Vertriebstypen vorgestellt. Der Wandel der einzelnen Betriebstypen wird durch die Vorstellung der vier Stufen des Konzept "Wheel of Retailing" von Malcom McNair illustriert. Abschließend werden neben unterschiedlichen E-Ordering-Lösungen, auch aktuelle Entwicklungen etwa in Bezug auf die Partnerschaft von Shopify und Facebook - Stic
About the Author: Jennifer Sommer, geboren 1983 in Berlin, begann ihre berufliche Laufbahn im Kommunikationsbereich, absolvierte ein internationales Praktikum in Brüssel und schloss eine Journalismus-Ausbildung ab. Später war sie unter anderem als Referentin im Ministerkabinett sowie als parlamentarisch-wissenschaftliche Mitarbeiterin im Österreichischen Parlament tätig. Seit einigen Jahren arbeitet sie als Projetkoordinatorin im Gesundheitsbereich. Freiberuflich betreibt sie einen Familienblog, schreibt für Zeitschriften und Magazine. Sie engagiert sich zudem ehrenamtlich in einem Verein, der sich für Menschen im Maßnahmenvollzug einsetzt.


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Product Details
  • ISBN-13: 9783346223890
  • Publisher: Grin Verlag
  • Publisher Imprint: Grin Verlag
  • Height: 210 mm
  • No of Pages: 32
  • Spine Width: 2 mm
  • Width: 148 mm
  • ISBN-10: 3346223892
  • Publisher Date: 22 Jun 2020
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Weight: 54 gr


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