Risks and Benefits of New Online Retailing

  • Gerrit Heinemann
  • Christoph Schwarzl


Especially as compared with other channels, the Internet as a method for retail sales has specific advantages and disadvantages as well as opportunities and risks. When observing the characteristics of Internet commerce, we recommend taking a two pronged view – one from the business side and the other from the customer s perspec tive. Business owners thereby avoid leaving the impression of a truncated company value chain in which, correspondingly, only one partner profits from the transaction (Passenheim 2003, p. 99). In Figure 5 1, the advantages and disadvantages of the Inter net distribution channel are illustrated from the perspective of the company.


Distribution Channel Customer Preference Customer Loyalty Mass Customisation Online Retailing 
These keywords were added by machine and not by the authors. This process is experimental and the keywords may be updated as the learning algorithm improves.


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Copyright information

© Gabler | GWV Fachverlage GmbH 2010

Authors and Affiliations

  • Gerrit Heinemann
    • 1
  • Christoph Schwarzl
  1. 1.Niederrhein University of Applied SciencesMönchengladbachGermany

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