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E-Business Models - The Physical Touchpoint of Online Retailers in Business Model Frameworks

Kitowski, Verena LU and Gergi, George LU (2016) BUSN39 20161
Department of Business Administration
Abstract
The retail industry has gone through tremendous changes with the development of technology leading to a form of retailing which operates on its own grounds, online retailing. Online retailers have unique business models with different value propositions as opposed to the traditional brick and mortar retailers. Once a customer orders a product from the first touchpoint with the customer on the digital interface, there is a time lag between the purchase and delivery and as such, the delivery of the physical product is an important touchpoint on its own. The VISOR framework serves as the analytical frame of this research as it is formulated for businesses that operate in the digital environment. The purpose of this study concerns the... (More)
The retail industry has gone through tremendous changes with the development of technology leading to a form of retailing which operates on its own grounds, online retailing. Online retailers have unique business models with different value propositions as opposed to the traditional brick and mortar retailers. Once a customer orders a product from the first touchpoint with the customer on the digital interface, there is a time lag between the purchase and delivery and as such, the delivery of the physical product is an important touchpoint on its own. The VISOR framework serves as the analytical frame of this research as it is formulated for businesses that operate in the digital environment. The purpose of this study concerns the exploration of the second touchpoint of online retailers by connecting it as an additional element to the VISOR framework. Empirical data is collected from online retailers with innovative business models through qualitative interviews with representatives of six retail companies. The data shows evidence for a close connection of the second touchpoint with several elements of the VISOR framework through their business operations. On behalf of the empirical findings, the VISOR framework is modified to represent both the physical and digital interface as distinct components. (Less)
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author
Kitowski, Verena LU and Gergi, George LU
supervisor
organization
course
BUSN39 20161
year
type
H1 - Master's Degree (One Year)
subject
keywords
e-business model, retail business model, pure player, online retail, delivery, e-retailing, second touchpoint, physical touchpoint, post-purchase behavior
language
English
id
8875959
date added to LUP
2016-06-20 15:35:15
date last changed
2016-06-20 15:35:15
@misc{8875959,
  abstract     = {The retail industry has gone through tremendous changes with the development of technology leading to a form of retailing which operates on its own grounds, online retailing. Online retailers have unique business models with different value propositions as opposed to the traditional brick and mortar retailers. Once a customer orders a product from the first touchpoint with the customer on the digital interface, there is a time lag between the purchase and delivery and as such, the delivery of the physical product is an important touchpoint on its own. The VISOR framework serves as the analytical frame of this research as it is formulated for businesses that operate in the digital environment. The purpose of this study concerns the exploration of the second touchpoint of online retailers by connecting it as an additional element to the VISOR framework. Empirical data is collected from online retailers with innovative business models through qualitative interviews with representatives of six retail companies. The data shows evidence for a close connection of the second touchpoint with several elements of the VISOR framework through their business operations. On behalf of the empirical findings, the VISOR framework is modified to represent both the physical and digital interface as distinct components.},
  author       = {Kitowski, Verena and Gergi, George},
  keyword      = {e-business model,retail business model,pure player,online retail,delivery,e-retailing,second touchpoint,physical touchpoint,post-purchase behavior},
  language     = {eng},
  note         = {Student Paper},
  title        = {E-Business Models - The Physical Touchpoint of Online Retailers in Business Model Frameworks},
  year         = {2016},
}