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Multikanalsintegration - En undersökning av den fysiska butikens samverkan med näthandeln

Bejtula, Maida LU and Johansson, Pernilla LU (2015) FEKN90 20151
Department of Business Administration
Abstract (Swedish)
Uppsatsens titel: Multikanalsintegration - En undersökning av den fysiska butikens samverkan
med näthandeln.
Seminariedatum: 26 maj, 2015.
Ämne/kurs: FEKN90 - Examensarbete på Civilekonomprogrammet, 30 HP.
Författare: Maida Bejtula och Pernilla Johansson.
Handledare: Jens Hultman.
Fem nyckelord: Multikanal, integration, detaljhandel, fysisk butik, webbshop.
Syfte: Denna studie syftar till att undersöka hur integrationen mellan den fysiska butiken och
webbshoppen ser ut och vilka implikationer det har för den enskilda butiken.
Metod: Basen för denna studie är en kvantitativ undersökning som har kompletterats med
kvalitativt material. Den kvantitativa datan har samlats in genom observationer och kortare
strukturerade intervjuer.... (More)
Uppsatsens titel: Multikanalsintegration - En undersökning av den fysiska butikens samverkan
med näthandeln.
Seminariedatum: 26 maj, 2015.
Ämne/kurs: FEKN90 - Examensarbete på Civilekonomprogrammet, 30 HP.
Författare: Maida Bejtula och Pernilla Johansson.
Handledare: Jens Hultman.
Fem nyckelord: Multikanal, integration, detaljhandel, fysisk butik, webbshop.
Syfte: Denna studie syftar till att undersöka hur integrationen mellan den fysiska butiken och
webbshoppen ser ut och vilka implikationer det har för den enskilda butiken.
Metod: Basen för denna studie är en kvantitativ undersökning som har kompletterats med
kvalitativt material. Den kvantitativa datan har samlats in genom observationer och kortare
strukturerade intervjuer. Med hjälp av semistrukturerade intervjuer samlades det kvalitativa
materialet in.
Teoretiska perspektiv: Det teoretiska ramverket som presenteras i uppsatsen är baserat på
forskning om multikanaler och hur dessa integreras. Tidigare teori utgår främst från ett
företagsperspektiv.
Empiri: Det empiriska materialet utgörs av en undersökning av 90 butiker i de fyra största
städerna i Skåne samt kvalitativa intervjuer med butikschefer i tre butiker. De oberoende
variablerna som undersöktes var bransch, geografisk plats och ägarstruktur. Den kvantitativa
datan samlades in med hjälp av ett standardiserat observationsprotokoll.
Slutsats: Överlag är graden av integration låg i den undersökta regionen. Dock observerades att
integration kan ha negativa konsekvenser för den enskilda butiken. Studien bidrar till en ökad
förståelse av integration på butiksnivå samt kan fungera som ett sätt för butiker att jämföra sig
med konkurrenter. (Less)
Abstract
Title: Multichannel Integration - A Study of the Relationship between Brick-and-Mortar Stores
and E-Commerce.
Seminar date: May 26, 2015.
Course: FEKN90, Degree Project - Master of Science in Business and Economics.
Authors: Maida Bejtula and Pernilla Johansson.
Supervisor: Jens Hultman.
Key words: Multichannel, integration, retailing, brick-and-mortar, online store.
Purpose: The purpose of this study is to investigate the integration between the physical and
online store and its implications for the individual store.
Methodology: This thesis is based on a quantitative study, with a supplementary qualitative
study. The quantitative data was collected by observations and shorter, structured interviews.
The qualitative material... (More)
Title: Multichannel Integration - A Study of the Relationship between Brick-and-Mortar Stores
and E-Commerce.
Seminar date: May 26, 2015.
Course: FEKN90, Degree Project - Master of Science in Business and Economics.
Authors: Maida Bejtula and Pernilla Johansson.
Supervisor: Jens Hultman.
Key words: Multichannel, integration, retailing, brick-and-mortar, online store.
Purpose: The purpose of this study is to investigate the integration between the physical and
online store and its implications for the individual store.
Methodology: This thesis is based on a quantitative study, with a supplementary qualitative
study. The quantitative data was collected by observations and shorter, structured interviews.
The qualitative material was collected through semi-structured interviews.
Theoretical perspectives: The theoretical framework presented in the thesis is based on research
about multichannel integration. Previous studies have been conducted on a company level.
Empirical foundation: An investigation of 90 physical stores in the four largest cities in the
Scania region, Sweden, comprises the foundation of the empirical data, together with qualitative
interviews with three store managers. The independent variables that were investigated were
industry, store location and ownership structure. The quantitative data was collected using a
standardized observation protocol.
Conclusion: Overall, the level of integration in the selected region is low. However,
multichannel integration can have negative consequences for the individual store. The thesis
contributes to a deeper understanding of multichannel integration on store level. It can also
function as a benchmarking tool. (Less)
Please use this url to cite or link to this publication:
author
Bejtula, Maida LU and Johansson, Pernilla LU
supervisor
organization
course
FEKN90 20151
year
type
H1 - Master's Degree (One Year)
subject
keywords
Multikanal, integration, detaljhandel, fysiska butik, webbshop
language
Swedish
id
7369854
date added to LUP
2015-06-18 14:27:51
date last changed
2015-06-18 14:27:51
@misc{7369854,
  abstract     = {Title: Multichannel Integration - A Study of the Relationship between Brick-and-Mortar Stores
and E-Commerce.
Seminar date: May 26, 2015.
Course: FEKN90, Degree Project - Master of Science in Business and Economics.
Authors: Maida Bejtula and Pernilla Johansson.
Supervisor: Jens Hultman.
Key words: Multichannel, integration, retailing, brick-and-mortar, online store.
Purpose: The purpose of this study is to investigate the integration between the physical and
online store and its implications for the individual store.
Methodology: This thesis is based on a quantitative study, with a supplementary qualitative
study. The quantitative data was collected by observations and shorter, structured interviews.
The qualitative material was collected through semi-structured interviews.
Theoretical perspectives: The theoretical framework presented in the thesis is based on research
about multichannel integration. Previous studies have been conducted on a company level.
Empirical foundation: An investigation of 90 physical stores in the four largest cities in the
Scania region, Sweden, comprises the foundation of the empirical data, together with qualitative
interviews with three store managers. The independent variables that were investigated were
industry, store location and ownership structure. The quantitative data was collected using a
standardized observation protocol.
Conclusion: Overall, the level of integration in the selected region is low. However,
multichannel integration can have negative consequences for the individual store. The thesis
contributes to a deeper understanding of multichannel integration on store level. It can also
function as a benchmarking tool.},
  author       = {Bejtula, Maida and Johansson, Pernilla},
  keyword      = {Multikanal,integration,detaljhandel,fysiska butik,webbshop},
  language     = {swe},
  note         = {Student Paper},
  title        = {Multikanalsintegration - En undersökning av den fysiska butikens samverkan med näthandeln},
  year         = {2015},
}