The Changing Establishment in Retail : A Research on Possible Effects of the Increasing Internet Purchases on the Strategy of Retailers and Consequences for the Dutch Retail Structure
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2012-11
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en
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Abstract
This study was conducted to investigate changing strategies of retailers due to the
increasing internet purchases, and consequences this may have on the retail structure. Thorough
knowledge on this subject was missing, including new strategies that have emerged due to internet,
and in practice it seemed that the increasing purchases on the internet can cause changes in the
retail structure. In order to investigate this, an answer to the following main question was given: To
what extent do retailers of chain stores deal with their establishment differently, because of the
increasing internet purchases and what are the consequences for the retail structure? Sub questions
were formulated to support the answer to the main question. In this research, a distinction is made
between the physical establishment, the virtual establishment and the combination of these
establishments, the synergetic establishment. The focus mainly regarded the effects of increasing
internet purchases on the physical establishment which have most consequences for the physical
retail structure. A literature study of these concepts was preceded the empirical part of this study.
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Faculteit der Managementwetenschappen