Abstract
Establishing a digital direct-to-consumer (D2C) business is a complex and challenging, yet also highly attractive opportunity for many companies. To leverage this opportunity, managers need to understand what types of digital D2C models exist and how to configure them. Based on a review of the D2C literature, an analysis of 15 D2C online shops and interviews with experts from the respective firms, this paper develops a morphological box of D2C models using a design science research process. The morphological box serves as a tool that provides orientation for managers to find a suitable D2C configuration for their business.
Sign-in/Register to access full text options 
Talk to us
Join us for a 30 min session where you can share your feedback and ask us any queries you have
Schedule a callDisclaimer: All third-party content on this website/platform is and will remain the property of their respective owners and is provided on "as is" basis without any warranties, express or implied. Use of third-party content does not indicate any affiliation, sponsorship with or endorsement by them. Any references to third-party content is to identify the corresponding services and shall be considered fair use under The CopyrightLaw.
