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Konfiguratoren und Plattformen im B-to-B-Online-Vertrieb

Author

Listed:
  • Schlipf, Matthias
  • Solloch, Juri

Abstract

Produktkonfiguratoren und Online-Plattformen/-Marktplätze sind vielversprechende verkaufsunterstützende und -fördernde Technologien für den Vertrieb im B-to-B – sind jedoch nicht für alle Produkttypen geeignet und stellen die anbietenden Unternehmen vor diverse Herausforderungen. Basierend auf einer breiten Websearch-Analyse und Experteninterviews, wurden Potenziale und Grenzen der beiden Technologien identifiziert sowie eine Portfolio-Matrix abgeleitet, welche B-to-B-Anbietern vor dem Hintergrund von Wettbewerbsposition und Produktkomplexität hilft, das passende Online-Vertriebswerkzeug zu wählen.

Suggested Citation

  • Schlipf, Matthias & Solloch, Juri, 2020. "Konfiguratoren und Plattformen im B-to-B-Online-Vertrieb," Marketing Review St.Gallen, Universität St.Gallen, Institut für Marketing und Customer Insight, vol. 37(2), pages 28-37.
  • Handle: RePEc:zbw:hsgmrs:276078
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