@thesis{Nguyen2021, author = {Nguyen, Quynh Anh}, title = {Competitive strategies for brick-and-mortar retail in the Consumer Electronics industry in times of the growing Amazon dominance}, publisher = {Technische Hochschule Ingolstadt}, address = {Ingolstadt}, url = {http://nbn-resolving.de/urn:nbn:de:bvb:573-32793}, pages = {VI, 97}, school = {Technische Hochschule Ingolstadt}, year = {2021}, abstract = {E-commerce is changing the retail landscape and especially the American Seattle-based multinational company Amazon has an enormous impact on the German retail industry and the way how people purchase nowadays. One particular sector in which Amazon has strong influence, is Consumer Electronics, where both online and offline players are struggling to remain competitive. This master thesis deals with the following research question: To what extent does Amazon impact business operations of brick-and-mortar stores in the Consumer Electronics industry nowadays and which strategies can be implemented to ensure competitiveness? The question is addressed by means of literature-based research and a survey investigating participants' purchase behaviour, and the relevant factors which improve their in-store experience. Based on the survey, the author concluded possible initiatives to ensure competitiveness in the market.}, language = {en} }