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Integration mellan försäljningskanaler: En fråga om kommunikation, ledarskap och målsättning
Linköping University, Department of Management and Engineering, Business Administration. Linköping University, Faculty of Arts and Sciences.
Linköping University, Department of Management and Engineering, Business Administration. Linköping University, Faculty of Arts and Sciences.
2018 (Swedish)Independent thesis Advanced level (degree of Master (One Year)), 20 credits / 30 HE creditsStudent thesisAlternative title
Integrating channels : A question of communication, leadership and goalsetting (English)
Abstract [sv]

Bakgrund E-handeln utgör idag en allt större del av den totala detaljhandeln och kunder ställer högre krav på en sömlös shoppingupplevelse. Detta kräver en viss integration mellan försäljningskanaler vilket kan mätas i begreppen multi-, cross- och omni-kanal.

Syfte Syftet med studien är att undersöka integrationen mellan försäljningskanaler inom svenska klädföretag samt lokalisera de mest problematiska områdena inom integrationsarbete. Vidare är syftet att undersöka hur kommunikation, ledarskap och målsättning påverkar integrationsarbete.

Metod Detta är en kvalitativ studie där det deduktiva angreppssättet använts, med inslag av det induktiva angreppssättet, där tidigare forskning legat till grund för utformandet av studien. Det empiriska materialet har samlats in genom åtta semistrukturerade intervjuer med fem fallföretag och där studiens KAI-modell legat till grund för intervjuguiden.

Slutsats Tack vare studien kan vi konstatera att uppfattningen av begreppet integration på den svenska klädmarknaden är splittrad. Många företag har ett starkt kundfokus vilket leder till att interna lösningar åsidosätts vid ett integrationsarbete, vilket leder till meningsskiljaktigheter mellan försäljningskanalerna. Vidare kan vi se att kommunikation har en stark påverkan på integrationsarbete vilket även ledarskap och målsättning har, dock inte i samma utsträckning.

Abstract [en]

Introduction E-commerce is expanding within the retail industry and the customer’s demand for a seamless shopping experience is constantly increasing. This requires an integration of channels which can be measured by the terms multichannel, crosschannel and omnichannel.

Purpose The purpose of this study is to investigate the integration between channels within Swedish clothing companies and to identify problematic areas within integration. Furthermore, the purpose is to investigate in how integration is dependent on communication, leadership and goalsetting.

Method This qualitative study has a deductive approach but with elements of an inductive approach and was founded upon previous research. The study includes five business cases which has participated in a total of eight semi structured interviews and the study’s KAI-model has been used as a framework for the interviews.

Conclusion The result of the study shows that there is a defuse definition of the term integration among Swedish clothing companies. The majority of companies within the study has a strong customer focus which has led to a lack of focus on internal processes which creates indifferences among the channels. The study also shows that communication has a strong impact on integration. Leadership and goalsetting also effects the work of integration but not in the same extent as communication.

Place, publisher, year, edition, pages
2018. , p. 101
Keywords [en]
Integration, channels, e-commerce, physical store, multichannel, crosschannel, omnichannel, communication, leadership, goalsetting
Keywords [sv]
Integration, försäljningskanaler, nätbutik, fysisk butik, multi-kanal, cross-kanal, omni-kanal, kommunikation, ledarskap, målsättning
National Category
Business Administration
Identifiers
URN: urn:nbn:se:liu:diva-151232ISRN: LIU-IEI-FIL-A--18/02823--SEOAI: oai:DiVA.org:liu-151232DiVA, id: diva2:1247896
Subject / course
Master Thesis in Business and Economics Programme (Business Administration)
Supervisors
Examiners
Available from: 2018-09-13 Created: 2018-09-13 Last updated: 2018-09-13Bibliographically approved

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