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D2C-Startups als Wachstumshebel für etablierte Markenhersteller

Author

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  • 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
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    References listed on IDEAS

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    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.
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