IDEAS home Printed from https://ideas.repec.org/a/zbw/hsgmrs/276164.html
   My bibliography  Save this article

D2C-Startups als Wachstumshebel für etablierte Markenhersteller

Author

Listed:
  • Lüdtke, Jan-Paul
  • Hoeft, Lukas
  • Diegel, Marius

Abstract

Etablierte Markenhersteller stehen beim Wandel hin zu Direct-to-Consumer (D2C)-Geschäftsmodellen vor grossen Herausforderungen. Besonders Start-ups haben erfolgreiche D2C-Geschäftsmodelle entwickelt. Im Rahmen dieses Beitrags wird analytisch und praxisnah aufgezeigt, wie etablierte Markenhersteller diese Start-ups für sich nutzen können, um im Wettbewerb um den direkten Kundenzugang erfolgreich zu sein.

Suggested Citation

  • Lüdtke, Jan-Paul & Hoeft, Lukas & Diegel, Marius, 2021. "D2C-Startups als Wachstumshebel für etablierte Markenhersteller," Marketing Review St.Gallen, Universität St.Gallen, Institut für Marketing und Customer Insight, vol. 38(6), pages 18-27.
    • Handle: RePEc:zbw:hsgmrs:276164
    as

    Download full text from publisher

    File URL: https://www.econstor.eu/bitstream/10419/276164/1/MRSG_2021_6_18-27.pdf
    Download Restriction: no
    ---><---

    References listed on IDEAS

    as
    1. Reinartz, Werner & Wiegand, Nico & Imschloss, Monika, 2019. "The impact of digital transformation on the retailing value chain," International Journal of Research in Marketing, Elsevier, vol. 36(3), pages 350-366.
    2. Tajvidi, Mina & Richard, Marie-Odile & Wang, YiChuan & Hajli, Nick, 2020. "Brand co-creation through social commerce information sharing: The role of social media," Journal of Business Research, Elsevier, vol. 121(C), pages 476-486.
    3. Rudolph, Thomas & Bischof, Severin Friedrich & Böttger, Tim & Weiler, Natalie, 2017. "Disruption at the Door - A Taxonomy on Subscription Models in Retailing," Marketing Review St.Gallen, Universität St.Gallen, Institut für Marketing und Customer Insight, vol. 34(5), pages 18-25.
    Full references (including those not matched with items on IDEAS)

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Ponzoa, José M. & Gómez, Andrés & Mas, José M., 2023. "EU27 and USA institutions in the digital ecosystem: Proposal for a digital presence measurement index," Journal of Business Research, Elsevier, vol. 154(C).
    2. Wang, Lu-Yao & Hu, Hai-Hua & Wang, Le & Qin, Jian-Qun, 2022. "Privacy assurances and social sharing in social commerce: The mediating role of threat-coping appraisals," Journal of Retailing and Consumer Services, Elsevier, vol. 67(C).
    3. Nico Schauerte & Ricarda Schauerte & Maren Becker & Thorsten Hennig-Thurau, 2024. "Making new enemies: How suppliers’ digital disintermediation strategy shifts consumers’ use of incumbent offerings," Journal of the Academy of Marketing Science, Springer, vol. 52(3), pages 672-694, May.
    4. Kalayci, Eda & Becker, Jan U. & Barrot, Christian, 2024. "Understanding customers’ choice for digital D2C versus multi-brand operations," Journal of Retailing, Elsevier, vol. 100(2), pages 256-273.
    5. Jinjie Li & Jiayin Qi & Lianren Wu & Nan Shi & Xu Li & Yuxin Zhang & Yinyin Zheng, 2021. "The Continued Use of Social Commerce Platforms and Psychological Anxiety—The Roles of Influencers, Informational Incentives and FoMO," IJERPH, MDPI, vol. 18(22), pages 1-19, November.
    6. Ravula, Prashanth & Bhatnagar, Amit & Ghose, Sanjoy, 2020. "Antecedents and consequences of cross-effects: An empirical analysis of omni-coupons," International Journal of Research in Marketing, Elsevier, vol. 37(2), pages 405-420.
    7. Marek Jabłoński & Adam Jabłoński, 2019. "Social Factors as a Basic Driver of the Digitalization of the Business Models of Railway Companies," Sustainability, MDPI, vol. 11(12), pages 1-29, June.
    8. Yongjie Feng & Zenglian Zhang & Jingxian Zhang, 2024. "Navigating the Digital Transformation Terrain: Insights into the Interplay of Compensation, Incentives, and Managerial Behavior," Journal of the Knowledge Economy, Springer;Portland International Center for Management of Engineering and Technology (PICMET), vol. 15(4), pages 16799-16848, December.
    9. Monika Imschloss & Martin Schwemmle, 2024. "Value creation in post-pandemic retailing: a conceptual framework and implications," Journal of Business Economics, Springer, vol. 94(6), pages 851-889, August.
    10. Jiang, Yangyang & Stylos, Nikolaos, 2021. "Triggers of consumers’ enhanced digital engagement and the role of digital technologies in transforming the retail ecosystem during COVID-19 pandemic," Technological Forecasting and Social Change, Elsevier, vol. 172(C).
    11. Lihong Chen & Han Gao & Hafeezullah Memon & Chunhong Liu & Xinfeng Yan & Ling Li, 2024. "Influence Mechanism of Content Marketing for Fashion Brand Culture on Consumers’ Purchase Intention Based on Information Adoption Theory," SAGE Open, , vol. 14(2), pages 21582440241, June.
    12. Huynh Thi Thuy Giang & Luu Tien Dung, 2025. "Sharing economy and retailer sustainable performance: the mechanisms via business model innovation and digital capabilities," Journal of Innovation and Entrepreneurship, Springer, vol. 14(1), pages 1-33, December.
    13. Hoekstra, Janny C. & Leeflang, Peter S.H., 2023. "Thriving through turbulence," European Management Journal, Elsevier, vol. 41(5), pages 730-743.
    14. Mangus, Stephanie M. & Shi, Huanhuan & Folse, Judith Anne Garretson & Jones, Eli & Sridhar, Shrihari, 2024. "Communicating with B2B buyers after “Dropping the Ball”: Using digital and non-digital communication formats to recover from salesperson transgressions," International Journal of Research in Marketing, Elsevier, vol. 41(2), pages 194-219.
    15. Friess, Maximilian & Haumann, Till & Alavi, Sascha & Ionut Oproiescu, Alexandru & Schmitz, Christian & Wieseke, Jan, 2024. "The contingent effects of innovative digital sales technologies on B2B firms’ financial performance," International Journal of Research in Marketing, Elsevier, vol. 41(4), pages 703-723.
    16. Liao, Junyun & Pang, Jiecong & Dong, Xuebing, 2023. "More gain, more give? The impact of brand community value on users’ value co-creation," Journal of Retailing and Consumer Services, Elsevier, vol. 74(C).
    17. Franco, Cintia Wilke & Benitez, Guilherme Brittes & Sousa, Paulo Renato de & Kliemann Neto, Francisco José & Frank, Alejandro G., 2024. "Managing resources for digital transformation in supply chain integration: The role of hybrid governance structures," International Journal of Production Economics, Elsevier, vol. 278(C).
    18. Louisa von der Assen, 2023. "Digitalization as a Provider of Sustainability?—The Role and Acceptance of Digital Technologies in Fashion Stores," Sustainability, MDPI, vol. 15(5), pages 1-20, March.
    19. Eliza Nichifor & Adrian Trifan & Elena Mihaela Nechifor, 2021. "Artificial Intelligence in Electronic Commerce: Basic Chatbots and Consumer Journey," The AMFITEATRU ECONOMIC journal, Academy of Economic Studies - Bucharest, Romania, vol. 23(56), pages 1-87, February.
    20. Izabela Nielsen & Sani Majumder & Eryk Szwarc & Subrata Saha, 2020. "Impact of Strategic Cooperation under Competition on Green Product Manufacturing," Sustainability, MDPI, vol. 12(24), pages 1-28, December.

    More about this item

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:zbw:hsgmrs:276164. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: ZBW - Leibniz Information Centre for Economics (email available below). General contact details of provider: https://imc.unisg.ch/ .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.