Cross-channel cooperation: the bundling of online and offline business models
Saved in:
| Main Authors: | , |
|---|---|
| Format: | Book |
| Language: | English |
| Published: |
Wiesbaden
Dt. Univ.-Verl.
2006
|
| Edition: | 1. Aufl. |
| Series: | Gabler Edition Wissenschaft
|
| Subjects: | |
| Online Access: | Inhaltsverzeichnis |
| Item Description: | Literaturverz. S. 127 - 138 |
| Physical Description: | XII, 138 S. graph. Darst. 21 cm |
| ISBN: | 3835002384 |
Staff View
MARC
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| 245 | 1 | 0 | |a Cross-channel cooperation |b the bundling of online and offline business models |c Tobias Kollmann ; Matthias Häsel |
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Record in the Search Index
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| adam_text | Contents
1 Introduction 1
1.1 Cross Channel Cooperation: Scope and Definition 1
1.2 Practical Examples 4
1.3 Objectives and Structure of the Book 5
2 Motivations for Cross Channel Cooperation 7
2.1 Theoretical Framework 7
2.1.1 Channels and Business Systems 7
2.1.2 Business Models and the Creation of Value 10
2.1.3 Cooperation 14
2.1.4 Market Based View 16
2.1.5 Resource Based View 17
2.1.6 Combination of the Perspectives 18
2.2 Outside In Perspective 20
2.2.1 Competitive Forces 20
2.2.2 Technological Development 24
2.2.3 Changes in Customer Behaviour 24
2.2.4 Resulting Motivations 25
2.3 Inside Out Perspective 27
2.3.1 Value Chain Analysis 2*
2.3.2 Resources, Capabilities and Competencies 31
2.3.2.1 Physical Resources 31
2.3.2.2 Financial Resources 32
2.3.2.3 Personnel Dependent Intangibles 33
2.3.2.4 Personnel Independent Intangibles 34
2.3.2.5 Core Competencies 35
2.3.2.6 Meta Competencies 35
2.3.3 Resulting Motivations 35
2.4 Combination of the Perspectives 37
viii Contents
3 Classification of Cross Channel Cooperation 43
3.1 Basic Conditions and Inside Out/Outside In Perspective 43
3.2 Position of the Partners in the Overall Value Chain 45
3.2.1 Vertical Cross Channel Cooperation 47
3.2.2 Horizontal Cross Channel Cooperation 48
3.2.3 Diagonal Cross Channel Cooperation 48
3.3 Success Factors and Combination of Value Chain Activities 48
3.3.1 Management 49
3.3.2 Finance 50
3.3.3 Processes 52
3.3.4 Product/Service 53
3.3.5 Market Access 53
3.4 Channel Functions, Marketing Mix and Complement of Competencies 54
4 Cross Channel Cooperation Instruments 59
4.1 Cross Media Communication 59
4.2 Product and Service Bundling 60
4.3 Cross Channel Brand Alliances 62
4.3.1 Consumer Processing of Cross Channel Brand Alliances 64
4.3.2 Developing a Joint Advertisement Strategy 66
4.4 Cross Channel Customer Relationship Management 68
4.4.1 Loyalty Programs 69
4.4.2 Joint Database Marketing 71
4.4.3 Mass Customization and Customer Integration 73
4.5 Point of Sale Activities 75
4.5.1 Interactive Kiosk Systems 75
4.5.1.1 Technology, Deployment and Customization 76
4.5.1.2 Value Added and Cooperation Strategies 77
4.5.2 Face to Face Channel Functions SO
4.6 Cross Channel Co Qualifying 81
Contents k
5 Cross Channel Cooperation Engineering 83
5.1 Principles 84
5.1.1 Channel Conflict Avoidance 84
5.1.2 Strategic Fit 85
5.1.3 Structural and Cultural Fit 86
5.1.4 Power Balance 86
5.1.5 Due Diligence 87
5.1.6 Proactive Control 88
5.2 Phases, Methods and Tools 89
5.2.1 Initiation Phase 89
5.2.2 Partner Identification Phase 92
5.2.2.1 Partner Specification 93
5.2.2.2 Partner Search 94
5.2.2.3 Partner Evaluation 94
5.2.3 Configuration Phase 96
5.2.4 Execution Phase 99
5.2.5 Termination Phase 99
6 Transfer to Practice: The Case of LetsWorklt 101
6.1 The Case 101
6.1.1 Business Idea 101
6.1.2 Company 104
6.2 Initiation 105
6.2.1 Outside In Perspective 105
6.2.2 Inside Out Perspective 105
6.2.3 Strategic Objectives 106
6.3 Partner Identification 107
6.3.1 Partner Specification 107
6.3.2 Partner Search 109
6.3.2.1 Print Media 110
6.3.2.2 Retailers 111
6.3.2.3 Service Providers 111
6.3.2.4 Associations and Institutions 112
6.3.3 Partner Evaluation 112
x Contents
6.4 Hypothetical Scenarios 117
6.4.1 Retailers 117
6.4.1.1 Co Branded Loyalty Program 117
6.4.1.2 Kiosk Project 120
6.4.2 Sales Agencies 121
7 Conclusion and Outlook 123
7.1 Summary 123
7.2 Future Outlook 126
References 129
Biographical Notes 139
List of Figures
Figure 1.1: Cross Channel Cooperation 3
Figure 1.2: Structure of the Book 6
Figure 2.1: Shell Model of the Net Economy 9
Figure 2.2: Value Chain of a Firm 10
Figure 2.3: Online and Offline Presence of Firms 11
Figure 2.4: Electronic Value Creation of LetsWorklt 12
Figure 2.5: Forms of Organisation between Market and Hierarchy 15
Figure 2.6: Five Forces Driving Competition within an Industry 16
Figure 2.7: Theoretical Framework: Combination of the Perspectives 19
Figure 2.8: Generic Market Profiles of E Ventures and Traditional Firms 23
Figure 2.9: Generic Profiles of Value Chain Activities 30
Figure 2.10: Generic Resource Profiles 32
Figure 3.1: Systemization of Cooperation from an E Venture s Perspective 45
Figure 3.2: Horizontal, Vertical and Diagonal Cross Channel Cooperation 47
Figure 3.3: Success Factors of E Ventures 49
Figure 3.4: Generic Hybrid Value Chain of Cross Channel Cooperation 51
Figure 3.5: Classification based on the Channel Functions 57
Figure 4.1: Dimensions of Product and Service Bundling 62
Figure 4.2: Levels of the Associative Network Model 65
Figure 4.3: Advertisement Strategy: Managerial Recommendations 66
Figure 4.4: Issue and Verification of Coupons 70
Figure 4.5: Joint Database Marketing: Customer Puzzle 72
Figure 4.6: Customer Integration into the Overall Hybrid Value Chain 74
Figure 4.7: Virtuous Cycle of Joint Kiosk Projects 79
Figure 5.1: Cross Channel Cooperation Engineering 91
Figure 5.2: Iterative Process of the Partner Identification 92
Figure 5.3: Cross Channel Partner Portfolio 96
Figure 5.4: Constituents of the Cross Channel Marketing Mix 97
^rii List of Figures
Figure 6.1: LetsWorklt: Cash Flows and Legal Obligations 102
Figure 6.2: Motivations and Strategic Objectives of LetsWorklt 107
Figure 6.3: Partner Specifications for LetsWorklt 110
Figure 6.4: Resource Based Evaluation of Potential Partners for LetsWorklt 115
Figure 6.5: Cross Channel Partner Portfolio of LetsWorklt 116
Figure 6.6: Possibilities of Designing a Joint Loyalty Program 119
Figure 6.7: Sales Agencies: Cash Flows and Legal Obligations 122
|
| adam_txt |
Contents
1 Introduction 1
1.1 Cross Channel Cooperation: Scope and Definition 1
1.2 Practical Examples 4
1.3 Objectives and Structure of the Book 5
2 Motivations for Cross Channel Cooperation 7
2.1 Theoretical Framework 7
2.1.1 Channels and Business Systems 7
2.1.2 Business Models and the Creation of Value 10
2.1.3 Cooperation 14
2.1.4 Market Based View 16
2.1.5 Resource Based View 17
2.1.6 Combination of the Perspectives 18
2.2 Outside In Perspective 20
2.2.1 Competitive Forces 20
2.2.2 Technological Development 24
2.2.3 Changes in Customer Behaviour 24
2.2.4 Resulting Motivations 25
2.3 Inside Out Perspective 27
2.3.1 Value Chain Analysis 2*
2.3.2 Resources, Capabilities and Competencies 31
2.3.2.1 Physical Resources 31
2.3.2.2 Financial Resources 32
2.3.2.3 Personnel Dependent Intangibles 33
2.3.2.4 Personnel Independent Intangibles 34
2.3.2.5 Core Competencies 35
2.3.2.6 Meta Competencies 35
2.3.3 Resulting Motivations 35
2.4 Combination of the Perspectives 37
viii Contents
3 Classification of Cross Channel Cooperation 43
3.1 Basic Conditions and Inside Out/Outside In Perspective 43
3.2 Position of the Partners in the Overall Value Chain 45
3.2.1 Vertical Cross Channel Cooperation 47
3.2.2 Horizontal Cross Channel Cooperation 48
3.2.3 Diagonal Cross Channel Cooperation 48
3.3 Success Factors and Combination of Value Chain Activities 48
3.3.1 Management 49
3.3.2 Finance 50
3.3.3 Processes 52
3.3.4 Product/Service 53
3.3.5 Market Access 53
3.4 Channel Functions, Marketing Mix and Complement of Competencies 54
4 Cross Channel Cooperation Instruments 59
4.1 Cross Media Communication 59
4.2 Product and Service Bundling 60
4.3 Cross Channel Brand Alliances 62
4.3.1 Consumer Processing of Cross Channel Brand Alliances 64
4.3.2 Developing a Joint Advertisement Strategy 66
4.4 Cross Channel Customer Relationship Management 68
4.4.1 Loyalty Programs 69
4.4.2 Joint Database Marketing 71
4.4.3 Mass Customization and Customer Integration 73
4.5 Point of Sale Activities 75
4.5.1 Interactive Kiosk Systems 75
4.5.1.1 Technology, Deployment and Customization 76
4.5.1.2 Value Added and Cooperation Strategies 77
4.5.2 Face to Face Channel Functions SO
4.6 Cross Channel Co Qualifying 81
Contents k
5 Cross Channel Cooperation Engineering 83
5.1 Principles 84
5.1.1 Channel Conflict Avoidance 84
5.1.2 Strategic Fit 85
5.1.3 Structural and Cultural Fit 86
5.1.4 Power Balance 86
5.1.5 Due Diligence 87
5.1.6 Proactive Control 88
5.2 Phases, Methods and Tools 89
5.2.1 Initiation Phase 89
5.2.2 Partner Identification Phase 92
5.2.2.1 Partner Specification 93
5.2.2.2 Partner Search 94
5.2.2.3 Partner Evaluation 94
5.2.3 Configuration Phase 96
5.2.4 Execution Phase 99
5.2.5 Termination Phase 99
6 Transfer to Practice: The Case of LetsWorklt 101
6.1 The Case 101
6.1.1 Business Idea 101
6.1.2 Company 104
6.2 Initiation 105
6.2.1 Outside In Perspective 105
6.2.2 Inside Out Perspective 105
6.2.3 Strategic Objectives 106
6.3 Partner Identification 107
6.3.1 Partner Specification 107
6.3.2 Partner Search 109
6.3.2.1 Print Media 110
6.3.2.2 Retailers 111
6.3.2.3 Service Providers 111
6.3.2.4 Associations and Institutions 112
6.3.3 Partner Evaluation 112
x Contents
6.4 Hypothetical Scenarios 117
6.4.1 Retailers 117
6.4.1.1 Co Branded Loyalty Program 117
6.4.1.2 Kiosk Project 120
6.4.2 Sales Agencies 121
7 Conclusion and Outlook 123
7.1 Summary 123
7.2 Future Outlook 126
References 129
Biographical Notes 139
List of Figures
Figure 1.1: Cross Channel Cooperation 3
Figure 1.2: Structure of the Book 6
Figure 2.1: Shell Model of the Net Economy 9
Figure 2.2: Value Chain of a Firm 10
Figure 2.3: Online and Offline Presence of Firms 11
Figure 2.4: Electronic Value Creation of LetsWorklt 12
Figure 2.5: Forms of Organisation between Market and Hierarchy 15
Figure 2.6: Five Forces Driving Competition within an Industry 16
Figure 2.7: Theoretical Framework: Combination of the Perspectives 19
Figure 2.8: Generic Market Profiles of E Ventures and Traditional Firms 23
Figure 2.9: Generic Profiles of Value Chain Activities 30
Figure 2.10: Generic Resource Profiles 32
Figure 3.1: Systemization of Cooperation from an E Venture's Perspective 45
Figure 3.2: Horizontal, Vertical and Diagonal Cross Channel Cooperation 47
Figure 3.3: Success Factors of E Ventures 49
Figure 3.4: Generic Hybrid Value Chain of Cross Channel Cooperation 51
Figure 3.5: Classification based on the Channel Functions 57
Figure 4.1: Dimensions of Product and Service Bundling 62
Figure 4.2: Levels of the Associative Network Model 65
Figure 4.3: Advertisement Strategy: Managerial Recommendations 66
Figure 4.4: Issue and Verification of Coupons 70
Figure 4.5: Joint Database Marketing: Customer Puzzle 72
Figure 4.6: Customer Integration into the Overall Hybrid Value Chain 74
Figure 4.7: Virtuous Cycle of Joint Kiosk Projects 79
Figure 5.1: Cross Channel Cooperation Engineering 91
Figure 5.2: Iterative Process of the Partner Identification 92
Figure 5.3: Cross Channel Partner Portfolio 96
Figure 5.4: Constituents of the Cross Channel Marketing Mix 97
^rii List of Figures
Figure 6.1: LetsWorklt: Cash Flows and Legal Obligations 102
Figure 6.2: Motivations and Strategic Objectives of LetsWorklt 107
Figure 6.3: Partner Specifications for LetsWorklt 110
Figure 6.4: Resource Based Evaluation of Potential Partners for LetsWorklt 115
Figure 6.5: Cross Channel Partner Portfolio of LetsWorklt 116
Figure 6.6: Possibilities of Designing a Joint Loyalty Program 119
Figure 6.7: Sales Agencies: Cash Flows and Legal Obligations 122 |
| any_adam_object | 1 |
| any_adam_object_boolean | 1 |
| author | Kollmann, Tobias 1970- Häsel, Matthias 1979- |
| author_GND | (DE-588)114405859 (DE-588)131399764 |
| author_facet | Kollmann, Tobias 1970- Häsel, Matthias 1979- |
| author_role | aut aut |
| author_sort | Kollmann, Tobias 1970- |
| author_variant | t k tk m h mh |
| building | Verbundindex |
| bvnumber | BV021597471 |
| ctrlnum | (OCoLC)163429523 (DE-599)BVBBV021597471 |
| discipline | Wirtschaftswissenschaften |
| discipline_str_mv | Wirtschaftswissenschaften |
| edition | 1. Aufl. |
| format | Book |
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| id | DE-604.BV021597471 |
| illustrated | Illustrated |
| index_date | 2024-07-02T14:46:35Z |
| indexdate | 2024-07-09T20:39:32Z |
| institution | BVB |
| isbn | 3835002384 |
| language | English |
| oai_aleph_id | oai:aleph.bib-bvb.de:BVB01-014812859 |
| oclc_num | 163429523 |
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| owner | DE-12 DE-19 DE-BY-UBM DE-2070s DE-188 |
| owner_facet | DE-12 DE-19 DE-BY-UBM DE-2070s DE-188 |
| physical | XII, 138 S. graph. Darst. 21 cm |
| publishDate | 2006 |
| publishDateSearch | 2006 |
| publishDateSort | 2006 |
| publisher | Dt. Univ.-Verl. |
| record_format | marc |
| series2 | Gabler Edition Wissenschaft |
| spelling | Kollmann, Tobias 1970- Verfasser (DE-588)114405859 aut Cross-channel cooperation the bundling of online and offline business models Tobias Kollmann ; Matthias Häsel 1. Aufl. Wiesbaden Dt. Univ.-Verl. 2006 XII, 138 S. graph. Darst. 21 cm txt rdacontent n rdamedia nc rdacarrier Gabler Edition Wissenschaft Literaturverz. S. 127 - 138 Marketing (DE-588)4037589-4 gnd rswk-swf Unternehmenskooperation (DE-588)4078604-3 gnd rswk-swf Electronic Shopping (DE-588)4215399-2 gnd rswk-swf Absatzweg (DE-588)4112445-5 gnd rswk-swf Mehrgleisiger Vertrieb (DE-588)4725388-5 gnd rswk-swf Mehrgleisiger Vertrieb (DE-588)4725388-5 s Unternehmenskooperation (DE-588)4078604-3 s DE-188 Electronic Shopping (DE-588)4215399-2 s Absatzweg (DE-588)4112445-5 s Marketing (DE-588)4037589-4 s Häsel, Matthias 1979- Verfasser (DE-588)131399764 aut HBZ Datenaustausch application/pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=014812859&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA Inhaltsverzeichnis |
| spellingShingle | Kollmann, Tobias 1970- Häsel, Matthias 1979- Cross-channel cooperation the bundling of online and offline business models Marketing (DE-588)4037589-4 gnd Unternehmenskooperation (DE-588)4078604-3 gnd Electronic Shopping (DE-588)4215399-2 gnd Absatzweg (DE-588)4112445-5 gnd Mehrgleisiger Vertrieb (DE-588)4725388-5 gnd |
| subject_GND | (DE-588)4037589-4 (DE-588)4078604-3 (DE-588)4215399-2 (DE-588)4112445-5 (DE-588)4725388-5 |
| title | Cross-channel cooperation the bundling of online and offline business models |
| title_auth | Cross-channel cooperation the bundling of online and offline business models |
| title_exact_search | Cross-channel cooperation the bundling of online and offline business models |
| title_exact_search_txtP | Cross-channel cooperation the bundling of online and offline business models |
| title_full | Cross-channel cooperation the bundling of online and offline business models Tobias Kollmann ; Matthias Häsel |
| title_fullStr | Cross-channel cooperation the bundling of online and offline business models Tobias Kollmann ; Matthias Häsel |
| title_full_unstemmed | Cross-channel cooperation the bundling of online and offline business models Tobias Kollmann ; Matthias Häsel |
| title_short | Cross-channel cooperation |
| title_sort | cross channel cooperation the bundling of online and offline business models |
| title_sub | the bundling of online and offline business models |
| topic | Marketing (DE-588)4037589-4 gnd Unternehmenskooperation (DE-588)4078604-3 gnd Electronic Shopping (DE-588)4215399-2 gnd Absatzweg (DE-588)4112445-5 gnd Mehrgleisiger Vertrieb (DE-588)4725388-5 gnd |
| topic_facet | Marketing Unternehmenskooperation Electronic Shopping Absatzweg Mehrgleisiger Vertrieb |
| url | http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=014812859&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA |
| work_keys_str_mv | AT kollmanntobias crosschannelcooperationthebundlingofonlineandofflinebusinessmodels AT haselmatthias crosschannelcooperationthebundlingofonlineandofflinebusinessmodels |