Hanna Schramm-Klein

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• Professor
• Professor (Full) at University of Siegen

The objectives of this Chapter are to look at the external environment and the characteristics and instruments of retail buying, to discuss traditional and non-traditional forms of buying and to contrast different buying situations.

In this Chapter, the main characteristics and empirical relevance of online retailing are discussed. Many retailers sell their merchandise to their consumers through multiple retail formats. This phenomenon, which is referred to as multichannel retailing, is also discussed in this Chapter.

The objectives of this Chapter are to describe the role of controlled and secured distribution systems within the channel strategies of manufacturers and to examine the impact on retail competition. Specifically, suppliers are becoming competitors for their customers and this will lead to a new form of channel conflicts.

This Chapter explores the business model of a vertically integrated manufacturer/retailer. This pattern of vertical integration is being more and more adopted by traditional retailers engaging in innovation and quality management and even producing their own products.

The purpose of this Chapter is to highlight the importance of the store environment as part of the retail marketing mix. Options for store layout, the determinants and influence of store atmosphere and the allocation of space to merchandise are described.

The purpose of this Chapter is to explain the different attributes of a retailer’s merchandise mix and the aspects to be considered in merchandise planning. The Chapter deals with the merchandise mix, the development and importance of store brands and the integration of merchandise planning into the broader process of category management.

This Chapter considers the strategic role of logistics in retail management. It is concerned with those issues that form the context for structuring logistical systems. There is also a discussion on distribution models for online purchases.

In this Chapter, the tasks of retailers within the distribution channel are explained and recent trends concerning these functions are discussed. This serves to explain the reasons for the existence of retailers as intermediaries between suppliers and final customers in general as well as the complexity of their activities.

The purpose of this Chapter is to discuss the key themes relating to the internationalisation of retailing. The Chapter describes the various facets of international retailing and the scope of retailer internationalisation, considers the basic strategic options, methods and ways of market selection and market entry/market operations and reviews int...

The aims of this Chapter are to consider the relationships between retail strategy and performance, to review the ratios and tools of productivity and effectiveness, inventory/supply chain evaluation, profit/turnover evaluation and financial performance evaluation and to consider new conceptual frameworks.

In this Chapter, supply chain management is presented as a strategic approach for retail companies. With a focus on logistics activities, efficient consumer response is discussed as a collaborative approach to supply chain management. Information technology is a major enabler of supply chain activities. Therefore, the general principles of informat...

Despite the high empirical relevance of the internationalization of services, relatively few empirical studies have been carried out on this issue. Even though in recent years a number of studies were published that investigated the international management of service companies (e.g., Dunning 1989, Vandermerwe/Chadwick 1989, Erramilli/Rao 1993, Aha...

As a specific form of below the line communication, online adgames have emerged as one recent method of branded entertainment. In contrast to in-game advertising, adgames are developed or adapted by the company itself and further serve as a means to publish the advertising message. The potential of advertising with computer games becomes apparent f...

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 remai...

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 remai...

The choice of a mode of market entry is a critical component of the internationalization strategy, and numerous empirical studies have focused on this topic. Prior research, however, has provided mixed empirical evidence and thus, is difficult to interpret and review. This study examines the external antecedents of the choice of entry mode by meta-...

MNCs are complex phenomena but their ultimate objective is to sell their products to customers, and while other value-chain activities (like R&D and marketing) are certainly highly relevant, the MNC has to provide the goods and services it wants to offer. Sourcing the necessary inputs and producing the right outputs is a complex task that is at the...

MNCs are exposed to two sets of strategic forces to which they must respond but which are at least partly conflicting, namely forces for global integration and forces for local responsiveness. In the Integration/Responsiveness-framework (I/R-framework), a fourfold typology of MNCs has been proposed based on the differing strengths of the two forces...

Cultural differences within and between countries affect the way business is practised. The consideration of these cultural differences and sensitivity are crucial factors in cross-cultural management. This Chapter aims to give an overview on the core characteristics that differentiate cultures and their meaning for international business.

Differentiated networks consist of heterogeneous organisational units in different countries. Different subsidiaries can play different roles within the MNC network and numerous classifications of generic subsidiary strategies or roles are proposed to clarify those strategies. The aim of this Chapter is to give an overview on existing role typologi...

The aim of this Chapter is to clarify that internationalisation is not in all cases simply driven by the desire to enhance sales but that the motives for internationalisation can be manifold, with major consequences for market entry strategies, the coordination of international subsidiaries, country selection, organisation, etc.

Globalisation – the growing integration of economies around the world and the increasing international activities of companies – has been one of the most intensively discussed topics over recent decades. Cross-border activities of companies take various forms: has been constantly and strongly rising over the last decades. What is even more importan...

Wholly-owned subsidiaries afford the MNC increased control over its international business operations. The advantages and disadvantages of the main methods for wholly-owned subsidiaries, building new facilities (greenfield investments) and buying existing assets (acquisitions), will be discussed in this Chapter.

Control is a fundamental task of management and its main task is to provide adequate information to decision makers at different levels of the company. This Chapter introduces the functions of international control, discusses the particularities of control in a MNC and describes several control instruments.

Organisational structures can be understood to represent the “anatomy” of the organisation. They describe the formal design of the organisation’s resources and responsibilities. Different organisational structures lead to different behaviours of the employees because the structure and the subordination in hierarchies define the focus of an employee...

We examined the impact of three characteristics of a virtual community within an online store on consumer evaluations of that store. In particular, we focused on the exertion of retailer influence, the quality of the virtual community and the degree of sociability. An Internet experiment with 477 participants using a professionally designed shoppin...

“Strategic International Management” takes a global perspective and covers the major aspects of international business strategies. It introduces the complexity of international business based on the perspective of Multinational Corporations as inter-organisational and intra-organisational networks. The authors highlight the role of the external env...

Purpose – This article addresses the internationalization processes focusing on changes of firms' internal structures, systems, and culture over time. These changes are analyzed in relation to the firms' developments in the last 10 years along a country and/or mode dimension, comparing firms with county or mode increase, two-dimensional expansions,...

Purpose – The purpose of this paper is to focus on one of the main antecedents of consumer behaviour concerning its role in building a retail brand. It addresses how consumer involvement influences perception of retailer attributes, which affects customer‐based retail brand equity when considering retailers as brands. Design/methodology/approach –...

Purpose The purpose of this paper is to explore how firms that do both sourcing and selling choose which countries to source from and to which countries to sell. It also looked at the role of competitive strategy, vertical integration, and foreign involvement in the decision‐making. Design/methodology/approach A survey instrument that was designed...

The choice of a foreign operation mode is considered one of the most important components of an internationalisation strategy, since the operation mode determines the type and intensity of control over the foreign market activity, the necessary resource transfers as well as the associated risks. In this Chapter, an overview of different operation m...

Human resources are among the most critical success factors of international management. Human resource management (HRM) in a MNC faces challenges that are far beyond those of purely domestic operations. For example, it needs to manage expatriate assignments and is confronted with intercultural issues. This Chapter explains the basic activities, mo...

The international activities of companies are closely related to the liberalisation of trade and to foreign direct investment (FDI) on a global level. The most important institution concerned with the rules of liberalisation has been GATT, replaced by WTO. The remarkable level of world trade and global FDI presently has another driving force: regio...

Analysiert man den Einsatz von Medien durch Einzelhandelsunternehmen, so zeigt sich, dass es sich hierbei um einen Bereich handelt, der sich gerade in den letzten Jahren sehr deutlich verändert hat. Während noch vor wenigen Jahren v.a. die Konsumgüterindustrie die führende Rolle in der Kommunikation mit den Konsumenten gespielt hat, ist der Handel...

As has been shown in the preceding Chapters, MNCs are characterised by internationally dispersed activities. To integrate all these activities and organisational units of the MNC under a common strategy, coordination is necessary. In this Chapter, an overview of different coordination mechanisms is given, including the strengths and weaknesses of e...

International R&D becomes ever more important. But besides the many advantages of R&D internationalisation for MNCs, it also poses a major challenge. In this Chapter, benefits and caveats of international R&D are discussed. Different roles of foreign R&D units are highlighted, the coordination of international R&D investigated and different organis...

A key strategic decision is the choice between internalisation and externalisation with regard to all activities of the value chain. This strategic choice implies the question of the appropriate value chain architecture of a firm. In the context of internationalisation or even globalisation new options emerge such as offshoring. The purpose of this...

The interface between business and society is changing in a world in which new environmental and social risks emerge and the challenge of sustainability is apparent. The roles, responsibilities and functions of business, especially with regard to MNCs in the context of globalisation, have to be redefined. This discussion has led to the development...

The complexity of Multinational Corporations (MNCs) regarding the multiple geographical markets and the dispersed activities within the company often renders centralised management models ineffective and inefficient. The acknowledgement of the increased relevance of foreign subsidiaries and the observation that some subsidiaries take over strategic...

Aspekte der Internationalisierung von Handelsunternehmen werden in den meisten Fällen aus der Perspektive der Erschließung internationaler Absatzmärkte („Cross Border Retailing“) diskutiert. Vor allem seit den 1980er Jahren ist in der Handelspraxis eine deutliche Zunahme der Bedeutung des Cross Border Retailing zu beobachten. In der wissenschaftlic...

Globalisation – the growing integration of economies around the world and the increasing international activities of companies – has been one of the most intensively discussed topics over recent decades. Cross-border activities of companies take various forms: International trade has been constantly and strongly rising over the last decades. What i...

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 remai...

This paper investigates which criteria influence a company’s entry mode choice for its after-sales service in a foreign country. With a focus on the decision between integrative and cooperative entry modes, an empirical study of 80 foreign entry mode decisions by German manufacturing companies identified determinants of particular importance for af...

The choice of a market entry strategy, a crucial decision in the internationalisation process, has been addressed by numerous empirical studies. The results are multifaceted, sometimes conflicting and thus difficult to interpret and review. The presented meta-analysis summarizes empirical findings from previous research on the decision between a wh...

In recent years, marketing research has paid considerable attention to the symbolic meaning consumers attribute to brands. One important symbolic brand association is brand personality. While the brand personality scale that Aaker has proposed in her well-known article has been applied to different products and product groups in different countries...

Von Multi-Channel-Retailing spricht man, wenn Handelsunternehmen mehrere Betriebs- und/oder Vertriebstypen im Rahmen der Distribution an die Konsumenten parallel einsetzen und ein wesentlicher Sortimentszusammenhang zwischen diesen alternativen Absatzkanälen besteht (vgl. Abbildung 1-1; Schramm-Klein 2003, S. 17).

Die dynamischen und sich stetig verschärfenden Wettbewerbsbedingungen in der Konsumgüterwirtschaft führen dazu, dass für den Handel die Profilierung und Positionierung nicht nur in den horizontalen, sondern auch in den vertikalen Wettbewerbsbeziehungen eine stetige Herausforderung darstellt. In den vertikalen Wertschöpfungsbeziehungen hat der Hande...

Our study contributes to the knowledge on how manufacturers' distribution channel strategy impact brand loyalty. Using PLS regression, we demonstrate that in the fashion industry, characteristics of the retail channel contribute higher to product brand loyalty in vertically integrated channels while the impact of product brand characteristics on br...

Eines der einflussreichsten Mo delle für Multinationale Un ternehmen (MNU) entstand aus den Arbeiten von Doz, Prahalad, Bartlett und Ghoshal (vgl. z. B. Doz et al. 1981; Doz/Prahalad 1981; Bartlett/Ghoshal 1987; Prahalad/Doz 1987; Bartlett/Ghoshal 1989). In Anlehnung an ein bereits in den 1960er Jahren von Fayerweather (1969) diskutiertes Spannungs...

Diese Studie zeigt auf, dass sowohl die Koordination von Marketingaktivitäten zwischen vertikalen Partnern in der Wertschöpfungskette (strategische Steuerungsebene) als auch gemeinsam geplante und durchgeführte Marketingaktivitäten (operative Ebene) wichtig für den Markterfolg der beteiligten Unternehmen sind. Die Ergebnisse zeigen, dass dabei dem...

Purpose The purpose of this research is to try to show the relevance of service quality in building a strong retail brand. It addresses how retailer attributes affect customer‐based retail brand equity, when considering retailers as brands. These attributes are compared with one another, and the importance of service is set in proportion to the oth...

In most studies on retail channel choice it is postulated that consumer behaviour in the Internet is different from behaviour in brick-and-mortar stores. In our study we challenge this view by focusing on Internet users' behaviour regarding their retail channel choice behaviour. We compare online and brick-and-mortar store shoppers with respect to...

Building enduring relationships with customers has become a prime strategic objective of retail marketing. The purpose of this Chapter is to explain the new paradigm of relationship marketing and to introduce the underlying principles of customer value, the relationship lifecycle and the constructs of customer loyalty and customer satisfaction. In...

“Strategic Retail Management – Text and International Cases” is devoted to the dynamic development of retailing. The various strategy concepts adopted by retailing companies and their implementation in practice are at the core of the book. This is not a traditional textbook or collection of case studies, but is intended to demonstrate the complex...

The objective of this research is to develop a framework for competitive strategies in food retailing. Managers of food retail channels were surveyed in order to derive the basic dimensions of competitive advantages that companies attempt to achieve in this industry sector. In a second study based on consumers, the central dimensions of retail stor...

The objective of this research is to demonstrate the importance of logistics and marketing to overall company performance. The focus is on the relationship between logistics and marketing, because, in the intra-organisational context, the different perspectives of these two functions can lead to conflict between short-term objectives. Consequently,...

Im Kontext der E-Commerce-Diskussion wurde die Thematik des Multi-Channel-Retailing und seiner Bedeutung für den Handel vergleichsweise polarisiert und gleichermaßen emotional diskutiert. Im Vordergrund stand dabei die Kontroverse, ob Multi-Channel-Retailing der „Königsweg“ oder der „Todesstoß“ für den Einzelhandel sei. Diskutiert wurde v.a., in we...

The already high and still growing importance of international strategic procurement in the sense of global sourcing means that firms are concentrating on supply concepts with a more international orientation. International procurement relationships when compared to national procurement relationships are characterised by more complex buying markets...

Multi-channel retailing entails the parallel use by retailing enterprises of several sales channels. The results of an online buyer survey which has been conducted to investigate the impact of multi-channel retailing (i.e. the use of several retail channels by one retail company) on consumer behaviour show that the frequently expressed concern that...

Das internationale Marketing wird im Rahmen der Marketingforschung und -praxis immer bedeutender. Dies resultiert insbesondere aus der zunehmenden Internationali-sierung auf den Absatz- und Beschaffungsmärkten. Diese Entwicklung wird oftmals unter dem Schlagwort der „Globalisierung” diskutiert.1 In Verbindung mit der oftmals fortgeschrittenen Inter...

Für den Handel sind Supply-Chain-Management und Warenwirtschafssysteme Bereiche mit überragender Bedeutung. Diese Themen werden im vorliegenden Buch in integrierter Form aus praxisorientierter und wissenschaftlicher Perspektive betrachtet. Behandelt werden Fragestellungen wie Sourcing-Strategien des Handels, Grundmodelle, Dimensionen und Gestaltung...

Dieses Kapitel hat zur Aufgabe, zwei regionale Integrationsabkommen in den Amerikas zu diskutieren, ihren Stand aufzuzeigen, und ihre Potenziale und Probleme kritisch zu analysieren. Das Schwierige bei dieser Aufgabe ist, dass die betreffenden Integrations- abkommen NAFTA und MERCOSUR sehr unterschiedlich sind. Zwar gibt es auch Pa- rallelen, wie z...

Bereits die Römischen Verträge aus dem Jahre 1957 (Gründungsvertrag der EWG) sahen neben der Schaffung einer Handelsunion und einer gemeinsamen Handelspolitik gegenüber Drittländern die Beseitigung der Hindernisse für den freien Personen-, Dienstleistungs- und Kapitalverkehr, eine gemeinsame Agrar- und Verkehrspolitik, eine Koordinierung der Wirtsc...

„Globalisierung“ als Ausdruck der zunehmenden Integration und Verflechtung der Wirtschaft im weltweiten Kontext kennzeichnet als vieldiskutiertes „Reizwort“ die Intensivierung des weltweiten Wettbewerbs, die auf Grund der steigenden Interdependenzen im internationalen Zusammenhang zu erhöhten Anforderungen an die Unternehmenstätigkeit führt.

Die hohe und weiter zunehmende Bedeutung der international orientierten strategischen Beschaffung i.S. eines „global sourcing“der Unternehmen bedingt, dass auch die Konzepte der Lieferantenorientierung in zunehmendem Maße international ausgerichtet werden müssen. Gerade internationale Beschaffungsbeziehungen sind dabei durch eine hohe Komplexität d...

Unter „ad-games“ werden Computerspiele verstanden, die der interaktiven Ansprache der Konsumenten dienen. Die Kembotschaft der „ad-games“ bezieht sich auf die Produkte, Leistungen oder die Marke von Unternehmen, mit dem Ziel, nachhaltig positive Assoziationen bei den spielenden Konsumenten aufzubauen. Bei „ad-games“ handelt es sich also um Computer...

Customer Relationship Management (CRM) als beziehungsorientiertes Konzept der Kundenpolitik weist im internationalen Kontext auf Grund der Heterogenität der Kundenbeziehungen, die aus dem unterschiedlichen Länder- und Kulturkontext der beteiligten Akteure resultiert, eine Vielzahl von Unterschieden gegenüber rein national orientierten Vorgehensweis...

Bis in die 1970er-Jahre hinein war das Marketing der Markenartikelindustrie gesichert durch die bis zum Jahre 1973 zulässige vertikale Preisbindung. Die Markenartikelindustrie konnte als Marketingführer die Möglichkeit der Steuerung des Marketingmix über aile Distributionsstufen hinweg nutzen (Zentes 1996b, S. 163). Der zu dieser Zeit noch weit geh...

Als Basisform der Erschließung ausländischer Absatz- und Beschaffungsmärkte gewinnt der grenz-überschreitende Handel in Form von Exporten oder Importen stetig an Bedeutung und stellt im Rah-men der Globalisierung der Wirtschaft eine wesentliche Voraussetzung zur Realisierung internationaler Wertschöpfungsprozesse und Wettbewerbsvorteile dar. In 50...

Die zunehmende Bedeutung kooperativer Arrangements, die in diesem Sammelwerk in mehreren Beiträgen herausgestellt wird (vgl. hierzu im Überblick den einführenden Beitrag von Zentes/Swoboda/Morschett in diesem Sammelwerk), ist auf eine Vielzahl von zum Teil interdependenten exogenen und endogenen Entwicklungen bzw. Determinanten zurückzuführen. Die...

Die Entwicklung der Grundlage der Untersuchung der Wirkung von Multi-Channel-Systemen im Handel erfolgt auf Basis der Theorien des Konsumentenverhaltens. Als Ausgangspunkt wird dabei der „SOR-Ansatz“ (Stimulus-Organismus-Response-Modell) gewählt, urn die Wirkung von Multi-Channel-Systemen abzubilden. In SOR-Modellen des Konsumentenverhaltens werden...

Der Kern der Untersuchung liegt in der Analyse der Wirkung von Multi-Channel-Systemen im Handel. Dabei stehen als Hauptfragestellungen die Wirkungen der Wahmehmung der in Multi-Channel-Systemen integrierten Kanäle sowie des Zusammenwirkens der Kanäle auf das Vertrauen und die Einstellung der Konsumenten und weiterhin die Wirkungen von Vertrauen und...

Die Erscheinungsform des Multi-Channel-Retailing ist dem Einzelhandel zuzuordnen. Um eine Einordnung dieses Phänomens vomehmen zu köonnen, wird im Folgenden zunächst eine begriffliche Abgrenzung des Einzelhandels gegeben. Dabei wird zwischen Handel im funktionellen Sinne, also Handel als “Tätigkeit”, sowie Handel im institutionellen Sinne, d. h. de...

Das im theoretischen Teil der Arbeit entwickelte Modell zur Analyse der Wirkung von Multi-Channel-Systemen im Handel auf die internen psychischen Prozesse der Konsumenten sowie der Verhaltens- und Kundenbindungswirkungen von Multi-Channel-Systemen hat sich im Rahmen der empirischen Überprüfung weit gehend bewährt, Die postulierten Beziehungen zwisc...

Zur Konzeptualisierung der Supply-Chain werden oftmals Strukturmodelle eingesetzt, in denen eine Systematisierung der unterschiedlichen Prozesse vorgenommen wird. Dazu werden die Wertschöpfungsprozesse in eine dedizierte Reihenfolge gebracht, sodass die Modelle eine idealtypische Supply-Chain im Sinne eines Referenzmodells repräsentieren. Im Suppl...