Digital first? Auswirkungen der digitalisierung auf vertriebsstrukturen im deutschen agrarhandel
2020
Deutsch, Maximilian | Otte, Lennard | Otter, Verena
Since several years, digitization gains importance in German Agribusiness value chains. Agricultural trade businesses are seeing new challenges in their business relationships with farmers, too. The existing sales organization in the agricultural trade regarding sales channels, organization, information exchange, compensation and employee motivation and the respective changes of these factors have not been a research focus so far. This article aims to close this research gap by describing the effects of digitization on distribution structures and opportunities and challenges of sales digitization for agricultural trade businesses in Germany. The results show the current state of digital business and structure of agricultural trade companies in Germany, observing size effects and a high structural heterogeneity.
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