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International Market Development im Online- und Offline-Commerce

  • Bernhard Swoboda
  • Carolina Sinning
  • Johannes Hirschmann
Chapter

Zusammenfassung

Die Internationalisierung im Online-Commerce wird im Vergleich zum Offline-Commerce als dynamisch charakterisiert. Eine empirische Betrachtung dieser steht jedoch weitgehend aus. Dieser Beitrag dient dazu, das International Market Development im Online- und Offline-Commerce zu beleuchten, um Unterschiede und Gemeinsamkeiten aufzuzeigen. Ein Literaturrückblick zur Online-Internationalisierung bildet die Grundlage, während darauffolgend die einzelnen strategischen Internationalisierungsentscheidungen im Offline- und v.a. Online-Commerce betrachtet werden. Zuletzt kontrastieren zwei Fallstudien die Internationalisierung eines Pure-Online-Players und eines Multi-Channel-Händlers.

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Copyright information

© Springer Fachmedien Wiesbaden GmbH, ein Teil von Springer Nature 2018

Authors and Affiliations

  • Bernhard Swoboda
    • 1
  • Carolina Sinning
    • 1
  • Johannes Hirschmann
    • 1
  1. 1.Lehrstuhl für Marketing und HandelUniversität TrierTrierDeutschland

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