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The Prerequisites for D2C Strategies A Close View at Established Consumer Goods Manufacturers

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  • Lienhard, Severin
  • Schögel, Marcus
  • Boppart, Angela

Abstract

Various drivers are currently encouraging established consumer goods manufacturers to start exploiting the D2C growth opportunity. Semi-structured interviews were used to explore the different facets and angles of D2C drivers and prerequisites. The results show that for traditionally intermediary-focused manufacturers the launching of D2C strategies demands four prerequisites: commitment, capabilities, customer transformation management and culture.

Suggested Citation

  • Lienhard, Severin & Schögel, Marcus & Boppart, Angela, 2021. "The Prerequisites for D2C Strategies A Close View at Established Consumer Goods Manufacturers," Marketing Review St.Gallen, Universität St.Gallen, Institut für Marketing und Customer Insight, vol. 38(6), pages 10-17.
    • Handle: RePEc:zbw:hsgmrs:276163
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    1. Kyle Cattani & Wendell Gilland & Hans Sebastian Heese & Jayashankar Swaminathan, 2006. "Boiling Frogs: Pricing Strategies for a Manufacturer Adding a Direct Channel that Competes with the Traditional Channel," Production and Operations Management, Production and Operations Management Society, vol. 15(1), pages 40-56, March.
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