Digitalisierungsmöglichkeiten im B2B-Vertrieb im Bereich Workwear as a Service

: Eine vergleichende Analyse von digitalen Vertriebskanälen aus Sicht von Vertriebsmitarbeiter*innen am Fallbeispiel CWS Workwear in der DACH-Region

Abstract

Because of the increasing digitalization and growing competitive pressure in B2B sales, digital sales strategies are becoming increasingly important. This is leading to a multitude of different digital sales channels, which means new skills and approaches for sales staff. This master's thesis examines the evaluation of digitization opportunities in B2B sales in the field of workwear-as-aservice using the case study of CWS Workwear in the DACH region. The aim is to record the assessments of sales employees on various digital sales channels and to examine differences in terms of socio-demographic characteristics such as age, gender, country, sales experience, and customer segment. The statements on the individual digital sales channels derived from the literature form the basis for this study, which is evaluated by means of a quantitative survey (online questionnaire) of sales employees in the mentioned company. The results are evaluated using descriptive statistics and chi-square tests to identify statistically significant correlations between the respondents' assessments and the above-mentioned sociodemographic characteristics. Particularly striking are numerous correlations relating to age and customer segment. The results show that digital channels such as video conferencing are already well established and are considered to be very efficient and flexible. Other channels such as instant messaging, B2B online shops, social selling, CRM automation, and AI systems are seen more as complementary or supporting tools. While these digital channels have different advantages, some of them still face hurdles such as data protection concerns, high maintenance or time requirements, and dependence on data quality. Older employees in particular are more likely to perceive challenges with these channels, while younger employees tend to be more digitally aware and open to new applications.

Date of Award	2025
Original language	German (Austria)
Awarding Institution	Johannes Kepler University Linz
Supervisor	Martin Stabauer (Supervisor)