Η σύγκριση της ψηφιακής εικόνας και παρουσίας των επιχειρήσεων σε σχέση με τη μη ψηφιακή εικόνα και παρουσία τους
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Keywords
Λιανικό Εμπόριο ; Ένδυση ; Ατμόσφαιρα ; Αναλυτικός Τρόπος Σκέψης ; Ολιστικός Τρόπος ΣκέψηςAbstract
The digitization of businesses is gradually becoming essential for their sustainability. The
coexistence of both physical and online stores has evolved into an undeniable reality.
The purpose of this thesis is to conduct a comparative analysis of the digital image of
businesses in relation to their non-digital image and overall market presence. Emphasis
is placed on retail sector, specifically in the clothing and footwear sector and its key
market players. An analysis of the ambient conditions within physical retail
establishments and the prevailing atmosphere was conducted. In addition, the thought
process of consumers was also examined as it constitutes an equally important factor in
the purchasing process. To perform this comparative analysis, a research study was
undertaken in which consumers were asked to associate images of physical and online
stores with the brand they believed they represented. The outcomes of this research
provided significant data and conclusions regarding the examined topic.
Postgraduate Studies Programme
Πρόγραμμα Μεταπτυχιακών Σπουδών στη Διοίκηση Επιχειρήσεων (ΜΒΑ)Department
Σχολή Οικονομικών, Επιχειρηματικών και Διεθνών Σπουδών. Τμήμα Οργάνωσης και Διοίκησης ΕπιχειρήσεωνNumber of pages
112Language
GreekCollections
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Αναφορά Δημιουργού-Μη Εμπορική Χρήση-Όχι Παράγωγα Έργα 3.0 Ελλάδα
Αναφορά Δημιουργού-Μη Εμπορική Χρήση-Όχι Παράγωγα Έργα 3.0 Ελλάδα