«Das neue Standardwerk zur E-Commerce Internationalisierung!»
E-Commerce hat innerhalb von drei Jahrzehnten eine ganze Branche auf den Kopf gestellt und ist aus der Handelswelt nicht mehr wegzudenken. Doch anders als vor allem von kleineren stationären Händlern wahrgenommen ist E-Commerce nicht nur eine mögliche Bedrohung des eigenen Geschäftsmodells, sondern auch eine grandiose Chance, neue Kundengruppen und Märkte zu erschliessen - insbesondere beim Sprung über die Landesgrenzen hinweg!
Dieses Buch gibt Tipps und hilft Ihnen, den Sprung hin zum Cross-Border-Onlineshop erfolgreich zu meistern. Es geht detailliert auf Faktoren ein, die Sie bei Ihrer Auslands-Marktwahlentscheidung im Vorfeld beachten sollten, sowie auf diejenigen, die Ihren Internationalisierungsprozess beschleunigen oder verlangsamen können. Und für Internet Newbies ohne eigenen Onlineshop zeigt es auf, wieso und wie KMUs einen eigenen Onlineshop als zusätzlichen Verkaufskanal aufbauen sollten.
Das Buch: 152 Seiten, Springer Verlag, 2017 (erhältlich als E-Book, Hard- und Softcover), ISBN 978-3-658-18214-4.
«New insights for retail research and management are presented and contribute to existing knowledge; the study is valuable for academic researchers and for practitioners who are interested in a thorough analysis of online retailing from a strategic and theoretical perspective.» (Erfurter Hefte zum angewandten Marketing, (54), 2017)
«The Book is a valuable resource for information technology managers and decision makers who are involved in entering new e-commerce markets.» (Journal of Global Information Technology Management, 20(4), pp. 212–213)
«Auslandsmarktwahl und die Einflussfaktoren darauf - Ein Thema, das Onlinehändler viel zu oft vernachlässigen!»
Internationalization is a critical task for online retailers, yet the question of how and in which order online retailers choose foreign markets has not been investigated. Based on dynamic capabilities and institutional theory, the authors identify, test and explain factors influencing the foreign market selection behavior of European online retailers. Following a dynamic, path-dependent view of the market selection process over time, the hypotheses are tested using a longitudinal database containing observations of the foreign market selection behavior of 140 online retailers in Europe, accounting for 825 market entries over 15 years. The use of a rank-ordered logistic regression model allows the observation of how different attributes contribute to overall evaluations of the attractiveness of chosen markets, assuming that online retailers attempt to maximize the utility of markets for their specific interests, in dependence of the observed factors.
The results indicate that market size, rule of law, and local market knowledge, as well as a common language and the logistics performance of a target country have a positive effect on the likelihood of selecting a target country. Although the internet is said to reduce the impact of distance, both cultural and geographic distance as well as added geographic distance still show a negative impact on the selection of foreign markets by online retailers.
«Die Key-Points der Internationalisierung: Geschwindigkeit und Schaffen von Lock-In-Effekten, um den Kunden im eigenen E-Commerce-Universum zu halten»
Numerous examples of online retailers that have internationalized shortly after their foundation indicate that they internationalize faster than and different from traditional brick-and-mortar retailers. This paper identifies and analyzes various influence factors on internationalization speed of online retailers and their impact on individual internationalization steps. Grounded in the resource-based view, the paper examines the effects of imitability of an online shop, the presence of venture capitalists, the scope of the country portfolio and distance and diversity within the country portfolio on the internationalization speed of online retailers. A Cox proportional hazards model is used to explore the effects on speed and their variations over time. Drawing on a sample of 150 online retailers (1110 market entries in 47 country markets over 19 years), this study shows significant curvilinear effects of the imitability of an online shop, as well as of the diversity and scope of the existing country portfolio and linear effects of the distance of new country markets on the length of time until the next internationalization step.
«Cross-Border E-Commerce aus Kundensicht: Nutzen und Risiken»
This study contributes to research on the growing phenomenon of cross-border online search and purchase behaviours. A literature review on the determinants of cross-border online shopping indicates that research on the specific risks and benefits of cross-border online shopping is rare. Therefore, we seek to conceptualize and empirically analyse the risks and benefits, which affect cross-border online shopping intentions and the factors that are relevant moderators of these relationships. With regard to relevant moderators, cross-border experiences and beliefs, namely foreign travelling and cosmopolitism are identified. Moreover, in our analyses, we consider whether consumers have or have not shopped online across borders (experienced cross-border online shoppers and inexperienced cross-border online shoppers, respectively). Based on theoretical considerations from two research streams — Expected Utility Theory and Consumer Culture Theory — we develop a conceptual cross-border online shopping model and test it by using an online questionnaire addressing German online shoppers (N = 220). With regard to our sample, most respondents (56.8 %) had already shopped online across borders, indicating that cross-border online shopping is the norm rather than the exception. The hypotheses are tested based on partial least squares structural equation modelling (PLS-SEM). Our results support the different roles that risks and benefits play in cross-border online shopping behaviours for marketing research. The findings show that cross-border online search and purchase behaviours are primarily affected by consumers’ benefits, and, in contrast to previous studies, that consumers’ perceived risks become less important when benefits are incorporated into the analysis. In particular, our results suggest that consumers value the specific benefits that foreign online shops offer, e. g., a wide selection of products or exclusive brands. A relevant finding for retail practices is that for online shoppers low prices are not the main benefit of shopping abroad online. In addition, our analyses provide insights into the moderating effects of foreign travelling and cosmopolitanism on the intentions to perform cross-border online searches or to make cross-border online purchases. Both significant moderators extend the existing research — which has not yet examined moderators at all — as well as our understanding of consumers’ cross-border online shopping. The findings support a significant positive moderating effect of foreign travelling on the link between perceived benefits and cross-border online purchase intentions which suggests that foreign travelling underlines the relevance of the perceived benefits of foreign retailers’ offerings. Cosmopolitanism influences the effects of perceived benefits (though not those of perceived risks) on the intention to perform cross-border online searches and the intention to make cross-border online purchases.
«Druck aus der eigenen Branche und Key-Player als Vorreiter - Gründe, warum KMUs in den Online-Handel einsteigen»
Online shopping is a trend in almost all retail and wholesale sectors and enjoys remarkable growth rates. Many retailers and wholesalers have introduced online sales channels in recent years or are planning to do so in the near future. SMEs (small and medium sized enterprises) are assumed to lag behind in the adoption of these modern distribution techniques. The aim of this paper is to investigate factors that influence the intention of an SME to launch an online shop – in particular, the relevance of institutional pressure. A partial least squares structural equations model is used based on the Technology Acceptance Model and is extended with elements from the neo-institutionalist approach. Drawing on a sample (n) of 864 SMEs from different sectors of retail and wholesale trade, 52.8 % of the variance of the intention to launch an online shop is explained with the proposed model. The results indicate that the perceived usefulness and mimetic and coercive isomorphism influence the intention to establish an online channel.