Bitte verwenden Sie diesen Link, um diese Publikation zu zitieren, oder auf sie als Internetquelle zu verweisen: https://hdl.handle.net/10419/276165 
Erscheinungsjahr: 
2021
Quellenangabe: 
[Journal:] Marketing Review St.Gallen [ISSN:] 1865-7516 [Volume:] 38 [Issue:] 6 [Year:] 2021 [Pages:] 28-37
Verlag: 
Thexis Verlag, St.Gallen
Zusammenfassung: 
Direct-to-consumer (D2C) marketing strategies commonly require large basket sizes to reach profitable growth. Thus, mass-market brands which offer low-price consumer packaged goods (CPG) face particular challenges when pursuing a D2C strategy. Creating a strong value proposition in the light of existing e-commerce platforms is far from trivial. Sustainable corporate incubation offers iterative routes to tackle D2C barriers for such brands. Based on a case study at Henkel, the largest CPG manufacturer in Germany, an explorative incubation approach to identify new ways of D2C business is proposed.
Dokumentart: 
Article

Datei(en):
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