Following their establishment of branded retail stores, durable goods manufacturers have increasingly started to establish direct-to-consumer sales in the online world. Durable goods manufacturers bypassing traditional retailers online are no longer found solely within the consumer electronics market and this trend has been picked up by the Finnish durable goods manufacturers.
This paper explains why durable goods manufacturers should enter direct online retail and how they should do that. It focuses on answering the fundamental strategic questions as well as explaining in detail how to set-up effective online operations.
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