Promotional support, as a push strategy, that manufacturers use to encourage retailers to carry their products needs retailers' cooperation. This study investigates the…
Promotional support, as a push strategy, that manufacturers use to encourage retailers to carry their products needs retailers' cooperation. This study investigates the effects of retailers' fashion and price orientations on manufacturers' offerings of and retailers' cooperation with promotional support. Twenty‐one promotional support items applicable to the apparel retailing were studied. Questionnaires completed by 137 US apparel retail buyers via a modified national mail survey were analyzed. A factor analysis determined four factors: sales support, ad/display materials, monetary support, and selling aid samples. MANCOVAs revealed that the effects of price orientation on both offering frequency and cooperation level were significant. The effects of fashion orientation were not significant. For sales support and selling aid samples, the differences in offering frequency and cooperation levels were found among the different levels of price orientation groups. Monetary support was found most favorably accepted by retailers, regardless of price orientation or fashion orientation.
This study empirically explores one of the important channel issues – the relationship between various channel support given to channel partners and the perceived (by…
This study empirically explores one of the important channel issues – the relationship between various channel support given to channel partners and the perceived (by managers) goal‐orientation of a firm. Results from an emerging market, India, indicate that perceived orientation towards both profitability and market share is not associated with any of the channel support considered. Growth orientation however is strongly associated with most of the channel support activities – both business (e.g., business advice, pricing and ordering assistance, and personnel training) as well as marketing (advertising support, sales promotional material, and inventory management assistance) oriented activities. In contrast, perceived sales volume orientation is only associated with advertising support and business advice, however, the relationship is negative. These findings have interesting implications for channel management and channel motivation.
Marketing practitioners consider packaging as a promising marketing tool, but current academic research covers mostly regular packages. Filling this gap, this paper aims…
Marketing practitioners consider packaging as a promising marketing tool, but current academic research covers mostly regular packages. Filling this gap, this paper aims to analyze why and how companies use limited edition packaging (LEP), which is defined as a scarcity product tactic, using the package exclusively to create a limited offer.
This study adopted a grounded theory methodology and used a qualitative collective case study design by analyzing 175 LEP launches in the beverage sector between 2000 and 2019.
The empirical-based conceptualization of LEP tactics provided here describes the crucial marketing dimensions in which strategic decisions are made regarding objective of release, implementation and related marketing mix decisions. Results show that LEP tactics serve parallel brands, sales and product strategy-related goals; LEPs are characterized by intensity, theme (occasion) and design characteristics, such as typicality, and marketers use various marketing mix combinations (i.e., pricing, distribution and advertising) in relation to the LEP offer.
To the best of author’s knowledge, it is the first conceptualization of this special type of scarcity tactic. This study also assists academics by providing an agenda for future research in this domain.
Reports on a study on the concept of car after‐sales service as applied in Germany. The study was undertaken by benchmarking four key players: Fiat AG, Nissan Deutchland…
Reports on a study on the concept of car after‐sales service as applied in Germany. The study was undertaken by benchmarking four key players: Fiat AG, Nissan Deutchland, Toyota GmbH, and Ford Werk AG. Describes the factors responsible for the growing importance of the after‐sales sector in automobile marketing.
Given the increasing number of new products competing for limited shelf space, retailer acceptance of new products is crucial to both retailers and suppliers. However…
Given the increasing number of new products competing for limited shelf space, retailer acceptance of new products is crucial to both retailers and suppliers. However, limited empirical research has investigated what drives retailers to accept or decline a new product offering. Extant research on retailers' new product acceptance focuses mainly on product and market factors. Despite the growing importance of buyer‐supplier relationships in new product marketing, few studies have addressed their influence on retailers' acceptance of new products. This study aims to fill the research gap by proposing a model of retailers' new product acceptance that incorporates the buyer‐supplier relationship perspective.
This study develops an integrated research framework assessing the determinants of retailers' acceptance of new products. Four constructs were derived from the literature on buyer‐supplier relationship marketing and new products literature to investigate their influence on the retailer's decision to adopt a new product. The constructs include buyer‐seller relationship factors (relationship intensity and channel motivation) and non‐relationship factors (product advantage and market competitiveness). Hypotheses were developed and tested with a sample of retailers.
Owing to the lack of appropriate existing scales for the four constructs that influence retailers' adoption of new products, this study developed and validated multiple‐item scales through psychometric scale development procedures. Hypotheses were then tested with ordinary least squares regression analysis, and all factors were found to have a positive relationship with the retailer's acceptance of new products. Results further show that buyer‐supplier relationship factors are stronger predictors of retailer new product adoption than traditional non‐relationship factors.
This research represents an attempt to incorporate the buyer‐supplier relationship into the process of retailer new product acceptance. Future research directions are discussed, with an emphasis on two‐way viewpoints, multiple supplier choice, and product sales performance after acceptance.
The willingness of a retailer to stock a new product does not depend solely on product and market factors. In an age of intense competition and seemingly limitless product choices, suppliers must also consider the implications of the buyer‐supplier relationship before entering negotiations with retailers regarding the stocking of a new product.
This paper represents the first study to propose and empirically test a research model that incorporates the literature regarding both buyer‐supplier relationship marketing and new product literature. Suppliers can strengthen their competitive advantage by understanding and enhancing their performance in these factors.
In order to be successful overseas, British producers need to be prepared to develop new formulations to suit foreign conditions. Maintaining an overseas market share calls for the same high degrees of resource commitment in time, people and money as most British companies would need to make in maintaining their positions in the home market.
For establishing self-esteem and recognition in society, women are attracted towards entrepreneurship. To sustain in the competitive market, businesses carried out by…
For establishing self-esteem and recognition in society, women are attracted towards entrepreneurship. To sustain in the competitive market, businesses carried out by women are mainly dependent on internal resources and their capabilities based on which they try to compete with the external environment. Thus, the aim of the paper is to study the role of internal and external factors in the development of women enterprises.
The qualitative approach was used based on multiple case studies from India to propose the conceptual framework on the development of enterprises.
To achieve success, enterprise makes full utilisation of the internal and external factors. The findings suggested that support from family, friends, society, government, non-governmental organisations and financial institutions as well as skills and abilities of an entrepreneur are accountable for initiation and growth of the venture.
This study provides the futuristic direction to policymakers and educators for focusing on the enhancement of women entrepreneurship which plays a crucial role in the economic growth of the country.
Following are the learning outcomes: to understand how the tools and frameworks of strategic analysis can be applied to understand the evolution of value creation and…
Following are the learning outcomes: to understand how the tools and frameworks of strategic analysis can be applied to understand the evolution of value creation and capture in the FMCG industry; to analyze the core competencies of a company and understand their relevance in this fast-changing industry; to understand how to evaluate the pros and cons of a certain strategy and business model; and to develop strategic recommendations.
The case series traces the developments in China’s FMCG industry from the early 2010s to 2017, in general, and the efforts of Beijing WinChannel Software Technology Co., Ltd. (WinChannel) and its affiliated company, Huixiadan, in their attempt to apply new digital technologies to transform the traditional trade channel, in particular. The decision point of Case A, in early 2015, is how WinChannel can help improve the reach and efficiency of the traditional trade channel and wonders if the emerging online/mobile B2B FMCG platforms are the right solution for the increasingly digitized FMCG retail industry in China. The decision point of Case B, at the end of 2017, is how could Huixiadan’s business model be sustainable and what it should do to withstand the competitive threats even as it tries to exploit opportunities in the traditional FMCG industry in China.
Complexity academic level
It can be used with MBAs, EMBAs and senior executives.
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CSS: 11: Strategy.
Empirically examines the validity of three of Macneil’s relational norms within the context of Indian buyer‐seller relationships. Finds initial evidence to suggest that…
Empirically examines the validity of three of Macneil’s relational norms within the context of Indian buyer‐seller relationships. Finds initial evidence to suggest that the underlying structure of relationalism between buyers and sellers in India possesses both an immediate and a long‐term perspective, tangible and intangible monitoring, and general versus specific performance expectations. Indicates that both the current degree of trust and long‐term relational perspective are positively associated with more strategic and marketing‐related support mechanisms offered to channel members. Conversely, only long‐term orientation and tangible monitoring concerns manifest themselves through tactical support to channel members. The remaining three sub‐dimensions which are more related to performance aspects of relational norms are not directly associated with channel member support.
The article analyses some of the reasons for the difficulties in designing and managing channels of distribution. In particular it argues that an important dilemma likely to be faced by channel managers is the potential conflict between maintaining stable channel relationships whilst seeking to take advantage of channel opportunities.