INTEGRATION & OPTIMIZATION MODEL FOR B2C ORGANIZATION FOR ONLINE CLICK & ORDER AND OFFLINE BRICK & MORTAL OFFLINE BRICK & MORTAR BUSINESS – CONFLICT PARAMETERS & KM MODEL DEVELOPMENT

Abstract

This Project aims to help Business to Consumer Organisations involved in General Trade Offline Distribution Business and Online selling through Marketplace portals to have a sustainable co-existent business model and adopting outside – in approach by putting customers at the front of their business strategy and to have a sustainable business framework. The solution has been developed through primary data collection through customer questionnaire about their preferences for Offline and Online shopping, reasons and ranking. Besides this, depth interviews were taken from offline and online stakeholders and involved decision makers with focus on consumers’ preferences and organizations profitability. Knowledge Management N-Form model was used to develop a consumer centric Knowledge Management sustainable model for the organizations. Conflict factors between offline and online trade were parameterised and sustainable integrated model is proposed. Marketing strategies with the influence of marketing mix tools (Product, Price, Place, Promotion, People, Process, Physical Evidence and Partners – 8 P’s) are correlated with the conflict factors to suggest marketing strategies for the organizations.