Multi-Channel Distribution in the Age of the Digital Customer

Focusing on multi-channel distribution, this thesis explores the strategic adaptation required for the German automotive industry in the digital age. Through qualitative research, key success factors for an effective digital business strategy are identified, emphasizing the importance of strong communication and a unified vision among employees. The study references esteemed journals in business strategy, marketing, e-commerce, and innovation management, and includes insights from industry experts at IBM. The findings highlight the necessity for car manufacturers to engage effectively with the digital customer.