The Prerequisites for D2C Strategies A Close View at Established Consumer Goods Manufacturers

Severin Lienhard, Marcus Schögel and Angela Boppart

Marketing Review St.Gallen, 2021, vol. 38, issue 6, 10-17

Abstract: Various drivers are currently encouraging established consumer goods manufacturers to start exploiting the D2C growth opportunity. Semi-structured interviews were used to explore the different facets and angles of D2C drivers and prerequisites. The results show that for traditionally intermediary-focused manufacturers the launching of D2C strategies demands four prerequisites: commitment, capabilities, customer transformation management and culture.

Date: 2021
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Persistent link: https://EconPapers.repec.org/RePEc:zbw:hsgmrs:276163

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