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Digital Commerce in B2B and B2C Markets. Relevance, Development and Actors of Digital Commerce

Course Notes

Lecture Notes 2019 75 Pages

Business economics - Trade and Distribution

Summary

The objective of the course is that students understand the most important aspects of digital commerce activities, for example selling of goods and services via the Internet, mobile networks and other emerging channels, to private consumers (B2C) and to commercial customers (B2B). Therefore, in this course, different aspects of Digital Commerce are presented and discussed. This covers the different players that are active in Digital Commerce and the changes in the competitive landscape, disintermediation and new intermediaries, different business models and business strategies in Digital Commerce (for example market places and the perspective of two-sided markets), theoretical foundations from a business strategy, networks and a customer behaviour perspective, marketing instruments of digital commerce companies, cross-channel and omni-channel strategies and relevant decisions along the value chain, for example with regard to delivery options.

Digital Commerce (or E-Commerce) has become highly relevant in many sectors in the last two decades, gaining market shares and leading to the emergence of new players, like Amazon or Zalando, who have become huge companies. Long established companies have added digital sales channels. In addition to the already established online channels, like ordering over a PC or notebook, new channels emerge like mobile channels, scanning solutions or voice assistants as Alexa. In B2B markets, even more forms of digital ordering appear.

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Title: Digital Commerce in B2B and B2C Markets. Relevance, Development and Actors of Digital Commerce