Marcel-André Friedrich is the Managing Director of a care service for the South Baden and Black Forest region based in Lörrach and Villingen-Schwenningen, Germany.
He has close to 30 years of professional working experience in the telecommunication, energy and radiator and ventilation industry as an executive manager. In addition, for many years he worked as an academic and examiner in the DHBW Lörrach degree course business administration industry.
In September 2021, Marcel-André Friedrich defended his Executive Doctorate in Business Administration (Executive DBA) on the topic of ‘Opportunities and risks of multi-channel marketing in two- and tree-stage sales channels’, under the supervision of Professor Dr. André Reuter.
Thesis Direction
Pr André Reuter
Thesis Title
Opportunities and risks of multi-channel marketing in two and three-tier distribution channels
Abstract
The digitalisation of distribution channels has contributed to an intensification of competition in the B2B sector as well. Some suppliers of technical equipment still rely on a traditional distribution architecture through factory and sales representatives. However, multi-channel distribution systems that include, for example, online media and digital intermediaries could help to streamline sales of technical construction elements such as ventilation and heating systems and increase turnover.
Using a mixed-method approach that includes a systematic review, interviews with sales experts and a statistical customer survey, the study investigates the extent to which a multichannel B2B sales system for controlled residential ventilation systems works at the customer level and derives recommendations for action for the further development of multidimensional sales architectures in the CRV sector. The causal model obtained can also be used for further academic research work on multi-channel sales structures, especially in the field of complex technical systems.
The study is based on the theoretical framework of the technology acceptance model and, based on a systematic review, elaborates design features of sales architectures that influence perceived usefulness and intention to use at the customer level. It becomes clear that both the design of each individual sales channel and the interaction of the sales channels are crucial for customer success, whereby product-specific, customer-specific, social, and situational moderators can have a moderating influence on the effect of sales systems.
Based on interviews with sales experts and a quantitative survey of business customers of CRV products, it becomes clear that – regardless of the customer type – customer satisfaction with CRV systems is crucial for the perceived usefulness and intention to use the systems.
Customer satisfaction with CRV systems can be increased on the one hand through the use of diverse and high-quality sales channels for technical customer advice, but on the other hand, customer trust in the CRV provider is crucial. This is also increased by a high diversity of distribution channels.
Multi-channel sales structures thus promote customer satisfaction and thus the intention to use CRV systems, and digital sales channels can thus effectively complement classic sales strategies: Online media provide additional information offers and, if designed appropriately, enable customers to independently gain technical data and requirements.
However, digital channels do not replace classic sales structures via trade and factory representatives in B2B sales of complex technical systems, as these offer technical expertise and individual planning. Suppliers of technical building systems should therefore expand their sales architecture to include digital offerings, but in doing so they should ensure that all sales channels are congruently coordinated.