engleski

USING WEB AS A DISTRIBUTION CHANNEL – A CASE STUDY OF TOP EUROPEAN RETAILERS

Over past 10 years many authors argued on efficiency of web usage for business purposes. Numerous advantages of web as distribution channel were stressed out. But, practice showed that web is not so powerful channel as it was claimed to be. After the explosion of dotcoms, the process of sobering-up followed and a large number of pure e-companies were shut-down. On the other hand, in the same period traditional companies discovered that web can be used as an additional communication and distribution channel. This paper explains how the largest brick-and-mortar European retail companies use web for business purposes.

maloprodaja; e-maloprodaja; bick and click model; najveći svjetski maloprodavači; web

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