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Multi-Channel Strategy – What About the Relationships?: A Relational Perspective in a Luxury Context
Uppsala University, Disciplinary Domain of Humanities and Social Sciences, Faculty of Social Sciences, Department of Business Studies.
Uppsala University, Disciplinary Domain of Humanities and Social Sciences, Faculty of Social Sciences, Department of Business Studies.
2019 (English)Independent thesis Advanced level (degree of Master (One Year)), 10 credits / 15 HE creditsStudent thesis
Abstract [en]

This study explores the effect of the already known phenomena of multi-channel strategy and conflicts on a company’s internal and external relationships, in the specific context of a luxury beauty company from the perspective of employees. 

Through a qualitative method, this instrumental case study collected primary data from seven interviews, of which six were semi-structured interviews with employees within a luxury beauty company holding both of the studied relationships. The interview transcripts were coded in two stages, from which key themes emerged on how relationships are affected by multi-channel strategies and conflicts. A seventh interview was conducted with the company’s Luxury Brand Manager. Secondary data was collected from the company’s internal and external documents.

Empirical findings showed that respondents perceived both of the investigated relationships to be affected by multi-channel strategy and conflicts through five identified dimensions: pricing, distribution, promises, communication and sales interests. All multi-channel conflicts that have been previously identified in the literature could further be identified in the empirical data. 

Place, publisher, year, edition, pages
2019. , p. 44
Keywords [en]
Luxury brands, Luxury Marketing, Multi-channel strategy, E-commerce, Multi- Channel conflict, Relationship Marketing, Internal marketing, Interactive marketing, Luxury branding
National Category
Business Administration
Identifiers
URN: urn:nbn:se:uu:diva-392272OAI: oai:DiVA.org:uu-392272DiVA, id: diva2:1347621
Subject / course
Business Studies
Educational program
Master Programme in Business and Management
Supervisors
Examiners
Available from: 2019-09-06 Created: 2019-09-01 Last updated: 2019-09-06Bibliographically approved

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  • apa
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Language
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