1. Retailing in the 21st Century - Definition and Consequences
Summary: Based on an existing working paper on a new 'retailing' definition and existing review notes, a modern definition of a retail activity is to be developed. The work aims at submitting an article to an English-language B-journal. The author should be interested in such a publication.
2. Towards a Typology of Communication Strategies for Customer Inspiration
Summary: To counter strong competition, retail companies commonly position themselves as providers of inspirational shopping experiences. This thesis should develop a conceptual framework for better understanding how to inspire customers by using the right communication strategy, depending on the customer characteristics.
3. What drives global shopping? An empirical investigation of determinants.
Summary: Cross-border shopping has become increasingly prevalent in recent years, in part due to e-commerce. Consumers regularily buy from vendors in China via e-commerce marketplaces (e.g. AliExpress, Wish) or take cross-border shopping trips to profit from purchasing power disparity (e.g. in Switzerland). This thesis empirically investigates the determinats (or drivers) and motivations of such behavior in order to provide actionable guidance to retailers and policy makers on how to respond.
4. Inspiring customers for green consumption. A study of how marketers may create inspiring marketing moments that then lead to more sustainable conscious buying behavior.
Summary: Can marketers deliver sustainability as value and if so, how do marketers deliver sustainability as value; how is it co-produced and do customers trust marketers with sustainability?
5. Brand profiling in retail: Necessary adjustments of the zone model of profiling in the omni-channel age
Summary: In this thesis, the well-known zone model of profiling is to be further developed in the context of omni-channel retailing
6. Brand Profiling and Customer Inspiration in Omni-Channel Retailing: Goals, Forms, and Directions for Action
Summary: The thesis aims to show the connection between the marketing goals of profiling and customer inspiration against the backdrop of an increasing fusion of digital and more stationary distribution and communication channels.
7. Customer Experience and Customer Inspiration in Retailing - Differences and Commonalities
Summary: The thesis deals with the two current and central concepts in marketing. In addition to the differentiation, it is also concerned with the identification of linking possibilities for the development of synergies.
8. Business Model Transformation: A Comparison of Theoretical Process Concepts
Summary: Many conceptual grids on this central topic.
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