T
ABLE 25  Impact of Doing Business Online; Percent Indicating Impact is a Great Deal
Banking/ 
Manufacturing
a
Wholesale/Retail 
Distribution
a
Insurance
a
Total
a
Percent indicating increase in: 
GER 
Global
b
GER 
Global
b
GER 
Global
b
GER 
Global
b
Distribution 
channels 
41.7  36.6 69.4 42.1 47.4 39.8 62.6  40.2 
Number 
of 
suppliers 
27.9  37.7 22.8 26.1 44.2 29.9 25.5  29.9 
Number of competitors 
11.2 
28.9 
17.2 
27.3 
38.0 
28.8 
17.9 
27.9 
Intensity of competition 
44.5 
40.4 
42.8 
42.0 
63.1 
42.3 
44.8 
41.5 
Notes:
a
Responses were weighted based on the total number of establishments by employee size within the sector for each 
country.  
 b 
Consists of weighted survey responses in 10 countries combined: United States, Mexico, Brazil, Germany, France, 
Denmark, Singapore, Taiwan, China and Japan.   
Source:  CRITO Global E Commerce Survey, 2002 
The overall e commerce impact on German industry, as reflected in Table 25, is provided in 
Figure 19. While a large percentage felt that the number of distribution channels and the intensity 
of competition had increased, the number of competitors and suppliers has stayed more or less 
the same. Relatively unimportant are benefits deriving from suppliers or through reductions by 
competitors. A multitude of reasons might explain the relatively low rate of changes 
accompanied by the introduction of e commerce in Germany. One already mentioned above is 
the concentration process and disintermediation, which started before e commerce enjoyed its 
increasing importance in Germany. The efficiency slacks in most supply chains are therefore not 
as large as in other countries. Consequently, e commerce shows only slight impacts on the cost 
side. The importance of e commerce on the sales oriented market side is undoubtedly high. The 
impact of e commerce use is thus greatest in terms of increasing the number of distribution 
channels and, to a lesser extent, the intensity of competition. 
FIGURE 19  E Commerce Impact on Competition and Distribution channel Strategies in Germany
1.1%
6.7%
8.5%
6.4%
100%
80%
36.3%
48.8%
60%
67.8%
73.6%
40%
62.6%
44.8%
20%
25.5%
17.9%
0%
Number of
Number of suppliers
Number of
Intensity of
distribution channels
competitors
competition
increased
stayed the same
decreased
Source. CRITO Global E Commerce Survey, 2002; weighted by the total number of establishments.
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