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Welcome to Multichannel Reality (Chapter 1)

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  • What can companies learn about multichannel business from the past?
  • What opportunities and risks arise for new and established companies?
  • How did the concept of multichannel business – the diversity of channels, products, and business models – originate?
  • How are channels and products linked to business models?
  • How has purchasing behaviour changed in the past thirty years?
  • How do customers use channels and how can this benefit companies?
  • Why are efficient channels alone not enough and what is needed to create a successful multichannel strategy?
  • How long can companies succeed without multichannel strategies?
  • How does a company become a successful multichannel company?

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