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International Market Development im Online- und Offline-Commerce

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Service Business Development

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Zusammenfassung

Die Internationalisierung im Online-Commerce wird im Vergleich zum Offline-Commerce als dynamisch charakterisiert. Eine empirische Betrachtung dieser steht jedoch weitgehend aus. Dieser Beitrag dient dazu, das International Market Development im Online- und Offline-Commerce zu beleuchten, um Unterschiede und Gemeinsamkeiten aufzuzeigen. Ein Literaturrückblick zur Online-Internationalisierung bildet die Grundlage, während darauffolgend die einzelnen strategischen Internationalisierungsentscheidungen im Offline- und v.a. Online-Commerce betrachtet werden. Zuletzt kontrastieren zwei Fallstudien die Internationalisierung eines Pure-Online-Players und eines Multi-Channel-Händlers.

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Authors and Affiliations

  1. Lehrstuhl für Marketing und Handel, Universität Trier, Trier, Deutschland

    Bernhard Swoboda, Carolina Sinning & Johannes Hirschmann

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  1. Bernhard Swoboda
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  2. Carolina Sinning
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  3. Johannes Hirschmann
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Correspondence to Bernhard Swoboda .

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Editors and Affiliations

  1. Universität Basel, Schweiz Wirtschaftswissenschaftliche Fakultät Lehrstuhl für Marketing und Unternehmensführung , Honorarprofessor an der Technischen Universität München , Basel, Schweiz

    Manfred Bruhn

  2. Lehrstuhl für Dienstleistungsmanagement, Universität Hohenheim, Stuttgart, Deutschland

    Karsten Hadwich

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Swoboda, B., Sinning, C., Hirschmann, J. (2018). International Market Development im Online- und Offline-Commerce. In: Bruhn, M., Hadwich, K. (eds) Service Business Development. Springer Gabler, Wiesbaden. https://doi.org/10.1007/978-3-658-22426-4_9

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  • DOI: https://doi.org/10.1007/978-3-658-22426-4_9

  • Publisher Name: Springer Gabler, Wiesbaden

  • Print ISBN: 978-3-658-22425-7

  • Online ISBN: 978-3-658-22426-4

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