Disruption at the Door - A Taxonomy on Subscription Models in Retailing

Subscription models have become a popular new way for consumers to do their shopping. This paper presents a taxonomy of the three main archetypes of subscription models and develops a classification scheme with type-specific features relevant to their successful management. An implementation framewo...

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Veröffentlicht in:Marketing Review St. Gallen 2017-10, Vol.34 (5), p.18-25
Hauptverfasser: Rudolph, Thomas, Bischof, Severin Friedrich, Böttger, Tim, Weiler, Natalie
Format: Artikel
Sprache:eng
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Zusammenfassung:Subscription models have become a popular new way for consumers to do their shopping. This paper presents a taxonomy of the three main archetypes of subscription models and develops a classification scheme with type-specific features relevant to their successful management. An implementation framework offers managers a guideline to introduce subscription models of their own.
ISSN:1865-7516