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Wilko Klaassen Thesis on Online Direct Sales
Direct Online Sales More Detail
Direct Online Sales By Wilko Klaassen
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Manufacturers of branded durable goods that use the internet to sell direct to the consumer may benefit from increased strategic advantage and financial performance, outweighing the "channel... More > conflict" or negative sales cannibalization. The manufacturer is then able to more effectively balance channel control, strengthen the brand and establish direct consumer relations. An added benefit, as shown by research, is improved retail service levels, resulting in overall increase of the added value in the channel. The understanding of manufacturer on-line sales engagement and opportunities has not been previously extensively researched. This paper outlines the key issues of online direct sales, the role of the single brand store and brings together the latest theoretical models. Based on the research and insight gained from consumers and professionals a decision framework is presented that can be used to understand and analyze the potential of Direct Sales and suggests the manufacturer level of online engagement.< Less
Direct Online Sales More Detail
Direct Online Sales By Wilko Klaassen
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Manufacturers of branded durable goods that use the internet to sell direct to the consumer may benefit from increased strategic advantage and financial performance, outweighing the "channel... More > conflict" or negative sales cannibalization. The manufacturer is then able to more effectively balance channel control, strengthen the brand and establish direct consumer relations. An added benefit, as shown by research, is improved retail service levels, resulting in overall increase of the added value in the channel. The understanding of manufacturer on-line sales engagement and opportunities has not been previously extensively researched. This paper outlines the key issues of online direct sales, the role of the single brand store and brings together the latest theoretical models. Based on the research and insight gained from consumers and professionals a decision framework is presented that can be used to understand and analyze the potential of Direct Sales and suggests the manufacturer level of online engagement.< Less

About wiklaatyahoodotcom

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Wilko has been active since 1999 with Internet related activities, from developing websites, e-business products, heading the e-commerce channel and launching web shops for large cooperations (SCA Packaging and Electrolux). His roles are in general focused on business development, process optimization and interaction with the customers, with as goal to unlock profit opportunities. Currently he is employed at Electrolux at their global HQ as Director of commercial development of on-line sales to consumers.
As part of the Euro*MBA graduation requirements exist the requirement to write a final thesis, that covers the different topics studied and how to apply these to a business challenge. His thesis looks into business challenges and opportunities for direct sales, supported by actual cases, literature studies and field surveys.
Wilko graduated for his MBA in 2011.