Supplementary Internet Reading/Viewing about QVC:
Suggestions for Class Discussion
; Ketchen and Eisner, Chapter 1-2:
Check out QVC’s corporate information on their website:
For information on how QVC continues to grow, using a multi-channel approach to reaching the consumer, see this cover story from the Sept 2007 issue of Stores magazine,
published by the National Retail Federation:
To test out the multiple channel approach, watch the streaming video on the Internet:
Back in 2003, commenting on the growth of TV shopping networks, this article from CNN Money raises the potential for cannibalization of the TV business by the Internet:
Do you think this cannibalization is a problem? According to Bob Myers, Vice President of QVC.com Merchandise, Marketing, and Business Development, “QVC’s online
success centers around our belief that we are one brand in our customers’ eyes, regardless of the channel they choose to shop”. What does this say about their approach to strategic implementation?
Further information about their customer service strategy, from 2003, is from CIO
To what extent does QVC’s approach to customer relationship management provide the firm with a competitive advantage? Is it a sustainable advantage, or could competitors duplicate it?
Regarding competition, news in September 2007 was that Liberty Media, holder of QVC, was in discussions to buy out rival HSN and merge the two shopping channels. The deal was not proceeding because HSN’s downturn “made it less attractive financially.” Read the article here:
What does this say about QVC’s future?
View this BusinessWeek video interview of Michael George, QVC President and CEO, discussing the reasons for QVC’s success, and future plans, “all QVC, all the time”:
Where do you think QVC’s growth opportunities lie?