KannKaufmann

KannKaufmann is a fictional German retail enterprise used in business education and case studies to illustrate contemporary retail strategy and digital transformation. The name, a compound of Kann and Kaufmann, is designed to evoke a generic merchant without reference to a real company.

In typical versions of the case, KannKaufmann operates as a mid-sized retailer with omni-channel capabilities, combining online sales with a network of physical stores and a central distribution center. The product mix centers on consumer electronics and home goods, with an emphasis on logistics, pricing, and customer service.

The case examines strategic questions such as channel conflict between online and offline sales, inventory optimization, vendor relationships, and the impact of data-driven marketing. It often includes metrics like gross margin targets, service levels, and delivery times, though all figures are fictional and vary by adaptation. The fictional company is used to discuss topics such as sustainability, return logistics, and the adoption of digital tools such as ERP and CRM systems.

KannKaufmann is widely used in German-language business schools and professional training programs. As a teaching device, it exists in numerous variants created by different instructors, each presenting a distinct scenario while preserving core learning objectives.