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| Author: | Gerpott, T. J. Heil, B. |
| Title: | Multimedia-Teleshopping |
| Journal: | Zeitschrift für Betriebswirtschaft
1996 : VOL. 66:11, p. 1329-1356 |
| Index terms: | DIRECT SELLING MULTIMEDIA INDUSTRY RETAIL INDUSTRY TELECOMMUNICATIONS INDUSTRY TECHNOLOGICAL INNOVATION GERMANY |
| Language: | ger |
| Abstract: | Multimedia-Teleshopping is a new form of retail trading which uses telecommunication networks, TV-equipment and personal computers to stimulate electronic buying transactions by enabling consumers to interactively select integrated text, video and audio information on products and services. The present paper informs (1) about recent technical developments in the fields of telecommunications and computing with relevance for the extension of traditional forms of distribution of companies and (2) about focal areas of extant research on management implications of multimedia applications in the marketing and sales functions of corporations. Then, three conditions framing the development of multimedia-teleshopping are analyzed. The final main section explores strategy implications for retailers. |
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