CHALLENGES OF CATEGORY MANAGEMENT IN ONLINE SALES MANAGEMENT

Dijana Vukovic (), Ana Globocnik Zunac () and Anica Hunjet ()
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Dijana Vukovic: University of the North, Croatia
Ana Globocnik Zunac: University of the North, Croatia
Anica Hunjet: University of the North, Croatia

Business Logistics in Modern Management, 2022, vol. 22, 155-168

Abstract: Today's modern conditions of megatransition from industrial to information economy, from economies of scale to knowledge economy, from rigid hierarchical structural organizations to organizations of fluid alliances and alliances, from human management to human relations management, from information to expert systems, from one retail location management of multiple channel formats, is characterized by increasing complexity, dynamism and increasingly difficult predictability of business results in which changes take on turbulent meaning. Online sales applies a multichannel strategy and continuously introduces new formats in order to achieve market and financial sales results. The application of the category management concept affects the importance and significance of operational logistics activities Online sales, improves optimization processes and confirms the importance of logistics performance on the profitability of Online store. The aim of the research is to show how category management plays a central role in the success and efficiency of the company. In accordance with the main objective of the research, a survey will be conducted among online buyers to define variables such as total quality management practices, customer trust, purchase risk management, and their impact on the financial result of sales.

Keywords: Online store; category management; logistics; distribution; sales (search for similar items in EconPapers)
Date: 2022
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