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Coordinating Internet Sales with Other Channels A Performance Measurement Model von Pinterits, Andreas (eBook)

  • Erscheinungsdatum: 24.02.2009
  • Verlag: Gabler
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Coordinating Internet Sales with Other Channels

Andreas Pinterits develops a performance measurement system to cope with the different requirements of offline and online sales channels. The author discusses different methods for measuring customer channel switching behaviour during the purchasing process and demonstrates the practical use of the model by a showcase implementation. Dr. Andreas Pinterits promovierte bei Univ.-Prof. Dr. Dr. h.c. Hans Robert Hansen am Institut für BWL und Wirtschaftsinformatik der Wirtschaftsuniversität Wien. Er ist als Consultant bei Deloitte tätig.


    Format: PDF
    Kopierschutz: AdobeDRM
    Seitenzahl: 191
    Erscheinungsdatum: 24.02.2009
    Sprache: Englisch
    ISBN: 9783834999504
    Verlag: Gabler
    Größe: 2508 kBytes
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Coordinating Internet Sales with Other Channels

Chapter 5 Performance measurement model for e-commerce multichannel retailing (S. 75-76)

In this chapter the insights of the preceding chapters are used to create a prototype of a performance measurement system. The model is designed in the form of a requirements de.nition in the scope of the ARIS methodology, which was presented in chapter 4.2. The model is split into two parts: the general model and the requirements engineering of selected performance measures. The idea of the general model is to plot the abstract design of an information system which is capable of ful.lling the needs of a multichannel retailing company with an e-commerce channel. The general model does not include concrete speci.ed performance measures.

It rather mages a suggestions for the overall design of such a model. It incorporates previously identi.ed success factors and treats them as perspectives for performance measurement. For this attribute the general model can be compared with other popular performance measurement frameworks like the balanced scorecard, which also provides the structure and recommends different scopes [KaNo92, KaNo93]. The approach of this work differs from other performance measurement frameworks in the following points: the general model focuses on issues and facilities of the coordination of sales and distribution channels. Moreover, one channel is appointed as electronic commerce channel. The comparability of measures in such a context is discussed in the output section.

The discussion remains on the level of success factors and does not involve single speci.c measures. Another fundamental feature of the general model is the treatment of performance measurement as an information system. A formalized model of this information system is established. The differences to other frameworks are for the greater part a result of the focus on multichannel retailing and its coordination problems. While other frameworks try to cover performance measurement systems for the whole company, this model focuses on multichannel retailers and contains speci.c features which are not applicable for other types of companies.

The selected performance measures expand the general model by a small assortment of speci.c measures. One goal of this chapter is to show how speci.c measures may be .tted into the general model. The other goal is to construct and describe performance measures which are peculiarly interesting for hybrid e-commerce companies. The goal is not to describe a complete recommended set of measures for multichannel retailers, as every company has its own requirements regarding performance measurement.

The selection of adequate measures has to be done by the company itself at the stage of establishing a performance measurement system. This can be argued with the recommendation to derive performance measures from company objectives cf. [Glob85], which are unique for every company. In terms of management information systems, the performance measurement system has to be customized, just like business-oriented standard software.

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