Please use this identifier to cite or link to this item: https://hdl.handle.net/10419/276163 
Year of Publication: 
2021
Citation: 
[Journal:] Marketing Review St.Gallen [ISSN:] 1865-7516 [Volume:] 38 [Issue:] 6 [Year:] 2021 [Pages:] 10-17
Publisher: 
Thexis Verlag, St.Gallen
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.
Document Type: 
Article

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