Hanna Schramm-Klein – författare

A compact overview of the key concepts and main developments in International Management. Strategy concepts, models and theories of Multinational Corporations and their practical implementation are the core of this book. The authors explore the unique aspects of international value chain activities and business functions, offering a deep understanding of how areas like Production & Sourcing, Research & Development, Marketing, Human Resource Management, and Controlling are managed in international firms. In 25 chapters, each topic is explained with a comprehensive overview, followed by a case study from a prominent international company to facilitate the understanding and application of the concepts. In this fourth edition, all chapters have been thoroughly updated to include new academic insights and recent developments. New chapters on MNCs from Emerging Markets and on Foreign Divestment have been added. Nearly all case studies have been replaced with new ones; the rest of them have been revised. Despite these updates, the proven core concept of the book remains unchanged. From the fourth edition, Benjamin Bader joins the author team.

Im Konsumgüter-Handel entwickeln sich Supply-Chain-Management und Warenwirtschafssysteme rasant weiter. Die zweite Auflage dieses Hand- und Lehrbuches wird daher der strategischen Neuorientierung von Handelsunternehmen gerecht  und zeigt, wie Wertschöpfungsarchitekturen effizient gestaltet und neben aktuellen IKT-Entwicklungen wie „Web 3.0“, „Mobile Anwendungen“ oder „Datamining“ auch Fragen der Nachhaltigkeit und der unternehmerischen Verantwortung angemessen berücksichtigt werden können. Sourcing-Strategien des Handels, Grundmodelle, Dimensionen und Gestaltungsgrundsätze für die Supply-Chain im Handel sowie die Konzeption unternehmensübergreifender Supply-Chain-Prozesse und die Gestaltung der Beziehungen zu den Lieferanten bilden das Grundgerüst dieses Buches. Alle Themen werden umsetzungs- und anwendungsorientiert behandelt und in Realisierungskonzepte für alle warenwirtschaftsbezogenen Funktionen und Prozesse in komplexen Handelsunternehmen eingebunden.

The aim of EUROPEAN RETAIL RESEARCH is to publish interesting manuscripts of high quality and innovativeness with a focus on retail researchers, retail lecturers, retail students and retail executives. As it has always been, retail executives are part of the target group and the knowledge transfer between retail research and retail management remains a part of the publication’s concept. EUROPEAN RETAIL RESEARCH welcomes manuscripts on original theoretical or conceptual contributions as well as empirical research – based either on large-scale empirical data or on the case-study method. Following the state of the art in retail research, articles on any major issues that concern the general field of retailing and distribution are welcome.The review process will support the authors in enhancing the quality of their work and will offer the authors a reviewed publication outlet. Part of the concept of EUROPEAN RETAIL RESEARCH is an only short delay between manuscript submission and final publication, so it is intended to become a quick publication platform.​

The aim of EUROPEAN RETAIL RESEARCH is to publish interesting manuscripts of high quality and innovativeness with a focus on retail researchers, retail lecturers, retail students and retail executives. As it has always been, retail executives are part of the target group and the knowledge transfer between retail research and retail management remains a part of the publication’s concept. EUROPEAN RETAIL RESEARCH welcomes manuscripts on original theoretical or conceptual contributions as well as empirical research – based either on large-scale empirical data or on the case-study method. Following the state of the art in retail research, articles on any major issues that concern the general field of retailing and distribution are welcome.

The aim of EUROPEAN RETAIL RESEARCH is to publish interesting manuscripts of high quality and innovativeness with a focus on retail researchers, retail lecturers, retail students and retail executives. As it has always been, retail executives are part of the target group and the knowledge transfer between retail research and retail management remains a part of the publication’s concept. EUROPEAN RETAIL RESEARCH welcomes manuscripts on original theoretical or conceptual contributions as well as empirical research – based either on large-scale empirical data or on the case-study method. Following the state of the art in retail research, articles on any major issues that concern the general field of retailing and distribution are welcome.

The aim of EUROPEAN RETAIL RESEARCH is to publish interesting manuscripts of high quality and innovativeness with a focus on retail researchers, retail lecturers, retail students and retail executives. As it has always been, retail executives are part of the target group and the knowledge transfer between retail research and retail management remains a part of the publication’s concept. EUROPEAN RETAIL RESEARCH welcomes manuscripts on original theoretical or conceptual contributions as well as empirical research – based either on large-scale empirical data or on the case-study method. Following the state of the art in retail research, articles on any major issues that concern the general field of retailing and distribution are welcome.

The examples are all internationally known retail companies, to facilitate an understanding of what is involved in strategic retail management and illustrate best practices. In the third edition, all chapters were revised and updated.

Das Verständnis des Käuferverhaltens („Customer Insights“) steht traditionell im Zentrum aller Marketingüberlegungen und dient als Grundlage, um Kunden zu beeinflussen und Kundenbeziehungen zu gestalten – unabhängig davon, ob diese primär online, offline oder in Kombination unterschiedlicher Kanäle erfolgen. Vor diesem Hintergrund verfolgt das Lehrbuch drei zentrale Zielsetzungen:Es liefert fundierte Einblicke in die Grundlagen des Kaufverhaltens von Konsumenten und Organisationen.Es erweitert die Perspektive über traditionelle aktivierende und kognitive Prozesse hinaus und beleuchtet die „Consumer Journey“ in den Phasen vor, während und nach dem Kauf mit dem Ziel, die Kundenloyalität zu fördern.Es integriert die Offline- und die Online-Perspektive und berücksichtigt Omni-Channel-Aspekte im Käuferverhalten. Dabei werden auch neue Offline- und Online-Perspektiven ebenso wie Online-Datenzugänge sowie Technologien wie Virtual Reality (VR), Augmented Reality (AR) oder Künstliche Intelligenz (KI) berücksichtigt.Die Darstellungen werden durch praxisnahe Beispiele aus der Industrie, dem Dienstleistungssektor und dem Handel unterstützt. Der praktischen Bedeutung und der empirischen Messung werden jeweils gesonderte Abschnitte gewidmet.In der siebten Auflage wurden alle Kapitel überarbeitet und um neue Erkenntnisse und Themenbereiche wie Online- und Omni-Channel-Aspekte des Käuferverhaltens sowie aktuelle Beispiele erweitert.

Hanna Schramm-Klein analysiert die Wirkungen von Multi-Channel-Systemen auf das individuelle Konsumentenverhalten und zeigt, dass Multi-Channel-Systeme bei Betonung von Ahnlichkeit und Konsistenz in der Ausgestaltung als Strategie zur Steigerung des "Share of Customer" eingesetzt werden konnen.

Fifteen years after its commercial launching, the Internet has become the second most imp- tant distribution channel (after high street retailing) and a major source of customer infor- tion and empowerment (Urban 2003, 2005; Constantinides/Fountain 2008). A number of - cent developments in this field threaten to further weaken the role of traditional retailing in a number of sectors where retailers and intermediaries have always played an important role. Music, entertainment, press, printing/publishing and traditional travel agents are some of the branches that have already felt the negative effects of Internet-enabled disintermediation. The web has made possible the direct contact between producers and consumers, making the physical retailer of information-based products or intangibles redundant. These developments are widely seen as effects of the Internet evolution and have been ext- sively discussed and debated. However, over the last three years, a new generation of online tools, applications and approaches such as blogs, wikis, online communities and virtual worlds, commonly referred to as Web 2. 0 or Social Media, are increasingly attracting the - tention of practitioners and, recently, of academics. As often happens when revolutionary - novations become booming business, research and theoretical underpinning on the Web 2. 0 issue is still very limited and there is not even a generally accepted definition. What most people would agree though is that a fundamental element of Web 2.

The aim of EUROPEAN RETAIL RESEARCH is to publish interesting manuscripts of high quality and innovativeness with a focus on retail researchers, retail lecturers, retail students and retail executives. As it has always been, retail executives are part of the target group and the knowledge transfer between retail research and retail management remains a part of the publication's concept.

The discussion about Multi-Channel-Systems in retail business might not be new - but it has gained momentum against the background of consolidations and mergers, the devel- ment of information and communication technologies (ICT) and experiences of disillusi- ment with pure e-commerce players (Dohmann et al. 2002; Barth et al. 2007). This is additionally evidenced by the increasing number of academic publications and the gain in importance of multi-channel distribution in retail-practice - where many pure e-players have augmented their structure of distribution with alternative channels (Tang/Xing 2001; Schögel et al. 2004). Despite the lively discussions on the part of academic researchers and the growth of experience in practice, there is still an unsatisfactorily low level of knowledge - which might be the reason why companies often fail in the realization or achieve only suboptimal levels of channel in- gration - even though the domination of multi-channel companies in the B2C e-commerce s- tor (with the exception of a few companies, e. g. eBay or Amazon) implies a great potential for success (Hudetz/Baal 2005; Emrich 2008). For this reason most authors seem to agree upon the potential as well as the relevance of multi-channel distributors. Hudetz/Baal identify mul- channel companies “a good starting base to get even more dominant in the future” (Hudetz/Baal 2005, p. 136). Emrich agrees that multi-channel strategies might become “crucial to survive” (Emrich 2008, p. 1), and Ahlert/Hesse (2003) substantiate with empirical studies the preference that customers have for multi-channel distributors.