Riassunto analitico
Multichannel and omnichannel approaches are the new trends in distribution, forcing manufacturers, retailers and consumers to change habits, strategies and attitudes. The whole distribution network, the operators working within the channel, the relationships between its members are all significantly affected by the growth of the Internet. Rarely the distribution sector has been faced with a strategic challenge of such significant complexity and uncertainty that is growing so rapidly. Distribution channels are considered as a strategic asset and channel design has been recognized as a key to successful competition. Within this context, this thesis provides a framework for analysing the issues involved in leveraging the Internet as a distribution tool in a multi-channel perspective. While focusing on the manufacturer-retailer relationship, opportunities and threats are presented, and strategies to build an effective distribution policy are also discussed. To offer empirical evidence to the theoretical issues discussed, the Marco Bicego case study is analysed. The Marco Bicego company is an Italian Jewellery manufacturer working at an international level and distributing its products in many countries, leveraging its positioning strategy on the Made in Italy origin of the production. The case study analysis has also been accompanied by a survey based on a structured questionnaire administered to Marco Bicego’s distributor customers, in order to understand the level of involvement with and loyalty to the supplier and their perceptions regarding the possibility that the supplier develops its own e-commerce.
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