Selektion der B2B-Absatzkanäle für erklärungsbedürftige technische Produkte in der deutschen Metall- und Elektroindustrie: Eine empirische Untersuchung

This thesis examines the influence of the need for explanation of a technical product on the choice of sales channel in business-to-business (B2B) relationships for the German metal and electrical industry. A critical review of the literature on B2B sales channels shows that the need for explanation of technical products has not yet been taken into account. In order to remedy this omission, this thesis focuses on how technical products in need of explanation should be distributed in the B2B of the German metal and electrical industry and what special features this product group constitutes for sales.

This focus is achieved by highlighting the current knowledge gap regarding the effective distribution of technical products requiring explanation in B2B relationships in the German metal and electrical industry, which distribution channel selection should be made for this type of product. The study is carried out in the form of a description design, which focuses on companies in the metal and electrical industry based in Germany and a qualitative methodology with expert interviews. However, in order to obtain a holistic view of the current case, the investigations take a multi-level approach in their analysis, involving two focus groups of an operational and advisory nature.

This research project examines how these experts carry out and assess the distribution of technical products requiring explanation via various B2B sales channels for the German metal and electrical industry. The dissertation presents a new understanding of which B2B sales channels can be used to effectively sell technical products in need of explanation in the German metal and electrical industry. Finally, an overview is presented of the extent to which the various B2B sales channels consisting of personal sales, e-commerce, social commerce, m-commerce, t-commerce, meta-commerce, etc. are suitable for the sale of technical products requiring explanation in the German metal and electrical industry.