Home Office as a Result of the Covid-19 Pandemic and Its Implications for the Sales Strategies of the German Hospitality Industry

Maximilian MAAS

https://doi.org/10.53465/EDAMBA.2023.9788022551274.138-152

 

Abstract. Based on a publication in the Handelsblatt, this paper analyses the significance and consequences of the home office obligation in Germany as a strategy to prevent the COVID-19 pandemic. For this purpose, the first relevant publications are analysed for findings and evidence using the method of a systematic literature review. New knowledge will be contrasted and examined for research gaps. In the current discussion, there is interdisciplinary agreement that the hospitality industry will be one of the most negatively affected. Another disruptive trend has been identified. Home office workplaces will continue to exist in the future and will have a lasting impact on our working world. Therefore, restaurants have to reach or replace the lunch business and the business customers by means of new sales strategies. Here, mainly take-away solutions and digital sales by means of software-optimised processes are under discussion. Omni-channel distribution for take-away and pick-up meals is the future. The current research on digital distribution comes mainly from Asia and must be derived for the European market, especially the German market, and its compatibility confirmed.

Keywords: COVID-19 Pandemics, German Hospitality Industry, Home Office

JEL classification: G33, O44, Z3

Fulltext: PDF

Online publication date: 25 January 2024

ISBN: 978-80-225-5127-4

Publisher: University of Economics in Bratislava

Pages: 138-152

 

To cite this proceedings paper (STN ISO 690 and 690-2): 

MAAS, M. 2024. Home Office as a Result of the Covid-19 Pandemic and Its Implications for the Sales Strategies of the German Hospitality Industry. In PETROVSKÁ, F. (ed.). EDAMBA 2023: Conference Proceedings. Bratislava: University of Economics in Bratislava, 2024. ISBN 978-80-225-5127-4, pp. 138-152

https://doi.org/10.53465/EDAMBA.2023.9788022551274.138-152