Market environment, assortment policy, and performance of small retailers |
Abstract:
This study surveys small retail pharmacies to examine the relationship between managers’ perceptions of local market environments, their stated assortment policies, and their reported performance levels for a large product category. Managers report wider assortments when market diversity and market munificence are high. In turn, wider assortments have a positive effect on reported relative category sales and stock. In addition, market uncertainty has a direct negative effect on reported margins. This study controls for both store space as well as the potential direct performance effects of the local market environment faced by small retailers. |
| Keywords: |
Market, environment, assortment, policy, performance, small ,retailers |
| Author(s): |
Jack Cadeaux , Chris Dubelaar |
| Source: |
Australasian Marketing Journal 20 (2012) 250–259 |
| Subject: |
بازاریابی |
| Category: |
مقاله مجله |
| Release Date: |
2012 |
| No of Pages: |
10 |
| Price(Tomans): |
0 |
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بر اساس شرایط و ضوابط ارسال مقاله در سایت مدیر، این مطلب توسط یکی از نویسندگان ارسال گردیده است. در صورت مشاهده هرگونه تخلف، با تکمیل فرم گزارش تخلف حقوق مؤلفین مراتب را جهت پیگیری اطلاع دهید.
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