Volltext-Downloads (blau) und Frontdoor-Views (grau)
Schließen

Strategic scenario planning for a German shopping center company in 2025 : applying the HHL-Roland Berger scenario development approach

  • What will shopping centers in Germany look like in 2025? The number of factors determining the future and their complexity lead to a high degree of uncertainty. Strategic planning under such circumstances is challenging. This thesis will provide orientation; it aims at developing four different scenarios for the future of shopping centers in Germany in 2025 and deriving strategic measures for a shopping center operator based on these scenarios. To achieve this goal, a standardized approach of scenario-based strategic planning will be applied. The results show that the future of shopping centers is determined by two key factors: the speed of omni-channel development and the socio-economic iestment eironment. The strategic measures developed are accordingly aimed at maximizing positive developments with regard to the key factors and minimizing possible negative developments. This thesis is worth reading especially for retailers, real estate iestors and researchers with a consumer focus.

Export metadata

Additional Services

Search Google Scholar

Statistics

frontdoor_oas
Metadaten
Document Type:Master's Thesis
Language:English
Author:Niklas Mittag
Contributor(s):Erik Maier
Chairs and Professorships:Chair of Marketing and Retail
URL:https://www.gcsc.de/files/gcsc/img/GC%20Academy/Academy%20Award%202019/HHL%20Master%20Thesis%20Niklas%20Mittag.pdf
Title Additional (English):Masterarbeit
Place of publication:Leipzig
Year of Completion:2018
Page Number:VI, 84, VII-XVII
Note:
GERMAN COUNCIL ACADEMY AWARD 2019
Research award:Research award
Licence (German):License LogoUrheberrechtlich gesch├╝tzt