Bernd W. Wirtz’s research while affiliated with German University of Administrative Sciences and other places

Chapter 30 deals with digital platforms and the sharing economy. First, the basics of platform economics are presented. In particular, the components and advantages of platforms are presented. These are explained in more detail using a case study based on the example of amazon. Chapter 30 then deals with the sharing economy. In addition to the shareconomy and sharing strategies, the SSSU sharing platform model and applications of the shareconomy are explained. The chapter concludes with a case study on the sharing economy using Airbnb as an example company.

Chapter 32 deals with organizational management of multichannel marketing. First, the organizational fields of multichannel marketing are dealt with, with a particular focus on the concept of organization and the multichannel organization. Subsequently, organizational differentiation and organizational integration are considered. In addition to task analysis and synthesis and the process- and object-oriented organization, hierarchy, programs and plans, and self-coordination are dealt with in particular. The chapter concludes with the topic of complexity management. In addition to the causes and consequences of complexity, it deals in particular with ways of reducing and controlling complexity.

Chapter 22 deals with the pricing and conditions policy. The basics of the pricing and conditions policy are presented. The pricing and conditions policy in vertical marketing and multichannel marketing is then examined in more detail. The chapter concludes with an explanation of pricing policy in multichannel systems.

Chapter 23 deals with product policy. First, the basics of product policy are explained using the product concept and the responsibilities of product policy. Product policy in vertical marketing is then considered. This includes, in particular, product development and the management of the product life cycle. Finally, product policy within multichannel marketing is examined.

Chapter 34 deals with the cost and profitability analysis. First, the ROI key figure system is explained. Sales intermediary and customer equity are then examined in more detail. In addition to key profitability, sales segment accounting is also taken into account. The chapter concludes with process cost accounting.

In the thirteenth chapter, the basics, services, and applications of artificial intelligence are presented and explained using the AI framework. The opportunities and risks of artificial intelligence are described using the Six-Dimension AI Opportunity Model and the Six-Dimension AI Risk Model. In addition, the necessity and application of governance of artificial intelligence is presented and explained using the Six-Dimension AI Governance Model. The chapter concludes with a description of how quantum computers work and their applications in digital business and multichannel marketing.

Chapter 1 presents an introduction to multichannel marketing. The relevance of multichannel marketing is illustrated. In addition, an overview of the structure and content of the book is outlined.

Chapter 31 deals with Digital Ecosystem, Disintermediation, and Disruption. A definition of digital ecosystem is followed by a description of the digital ecosystem structure. The fundamentals, opportunities, and risks of digital disintermediation are then discussed. These are explained in more detail with the help of a case study using HelloFresh as an example company. The chapter then deals with digital disruption. After presenting the forms of digital disruption, the Nine-Level Model of Digital Disruption and the value creation models in the context of digital disruption are discussed. After a presentation of the entrepreneurial strategies for digital disruption, the knowledge is illustrated using the example of Netflix as a case study.

Chapter 11 begins with digital payment systems and applications. In addition to the digital payment systems, digital payment processes and the success factors of digital payment are considered. This chapter also addresses security in multichannel marketing. This is done in particular with the use of the Risk-Resource Cybersecurity Framework.

Chapter 7 discusses various theoretical foundations of multichannel marketing. Firstly, the decision-oriented approach and the system theory approach are explained. Behavioral science approaches are then examined. In particular, the S-O-R model is discussed in more detail. Finally, new institutional economics and the resource theory approach are explored.