Riassunto analitico
This thesis aims at analyzing Business Models in the field of retail and the Country-of-origin effect. The first three chapters are explanatory, whereas the fourth one has an empirical nature. Indeed, the first chapter outlines the Business Model concept and its evolution overtime. The second one narrows the study of Business Models to the retailing sector and identifies its main characteristics. The third part investigates the COO effect cue and its consequences on buying intentions. Finally, the last chapter analyzes four Italian retailers in Germany (Düsseldorf) and compares their business models and strategies to identify overlaps and differences. To do so, the retailers included in the sample were asked to map out their business model structure by using as template the BM canvas designed by Osterwalder and Pigneur (2010). When outlining their BM, whether the COO effect has a role in leveraging a competitive advantage is also taken into account, thus the COE is approached in this research from a business perspective. The outcome of the study shows the similarities and the differences in the structures and strategies implemented by these retailers, given their value proposition, customer segments and store assortment/layout. In the section dedicated to the main findings, there will be an attempt to also determine whether the COO effect plays a crucial role in differentiating the retailing offer and in outdoing the competition. This trial leaves room for future studies on the COO effect from a business perspective and on how this cue can be exploited for leveraging a competitive advantage.
|
