Hybride Distributionssysteme auf Basis von Systemmarken bei vertikalen Unternehmen im Non-Food-Konsumgütersektor und ihre Internationalisierung

In non-food consumer goods branches of goods of medium and long term demand new business models are pushing through which are based on a simultaneous redesign of branding strategy, value chain and final retail distribution. The new vertical companies with brand focused distribution systems combine the vertical alignment of the value chain with integrated branding and a hybrid multi-channel approach in retailing. The competitive advantages of these business models are founded on the nexus between the enhanced possibilities of brand communication, the transaction cost savings of vertical business models and the diversity of channels of hybrid retailing systems. The performance has resulted in displacement effects with regard to competitors still applying traditional business models in a growing number of branches. Since the competitive advantages of the vertical companies with branding focused distribution systems proved to be also highly effective for entering international markets, they are ranking among the most successful international retailers according to the number of country markets entered, the number of stores established abroad and the share of cross-border sales. The causes of the competitive advantages both in national and international markets are discussed and business cases are presented.