By Andreas Pinterits
Since the net has develop into a typical instrument of everyday life, many businesses have brought e-commerce channels as well as their conventional revenues channels. Such e-commerce channels in most cases percentage an identical markets with conventional channels which exposes them to a collection of possibilities and demanding situations. that allows you to enjoy the possibilities and to grasp the demanding situations of e-commerce, a suitable functionality dimension is essential.
Andreas Pinterits develops a functionality size approach to deal with different necessities of offline and on-line revenues channels. the writer discusses assorted tools for measuring buyer channel switching behaviour throughout the buying procedure. ultimately, he demonstrates the sensible use of the version through a exhibit implementation.
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Whereas many publications on performance measurement focus on the kind of measures which should be included in such a system, only few indications on the design process of the system can be found [KeNe03]. Neely et al. show a process-based approach to a performance measurement design [Neel00]. In such models, the need for regular re-evaluation and re-alignment with the strategic goals is explicitly expressed in the framework [WiFa91]. 2 Provision of a succinct overview of the organization’s performance Performance measurement systems should provide a succinct overview of the business unit’s performance [KeNe02].
However, integration may also reduce the ﬂexibility of each channel. Central components of integration of different channels are shared information systems with integrated resource planning and customer relationship management systems. 3 Coordination of distribution channels and utilization of synergies The preceding section describes design criteria for bricks and clicks companies which may lead to different ideal types of multichannel strategies: focused systems and integrated systems. A third mentioned type, hybrid systems, stands for a combination of typical elements of both ideal types [KrWV04, HaMa07].
Performance measurement Setting up a performance measurement system includes the selection and documentation of instruments and measures, respectively. Whereas many publications on performance measurement focus on the kind of measures which should be included in such a system, only few indications on the design process of the system can be found [KeNe03]. Neely et al. show a process-based approach to a performance measurement design [Neel00]. In such models, the need for regular re-evaluation and re-alignment with the strategic goals is explicitly expressed in the framework [WiFa91].
Coordinating Internet Sales with Other Channels: A Performance Measurement Model by Andreas Pinterits