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Relationship marketing is not effective in every situation or context. This study investigates the impact of three categories of potential contingency factors on the effectiveness of relationship marketing efforts in a retail services context: demographic characteristics of the consumer (age and gender), personal values of the consumer (social affiliation), and shopping-related consumer characteristics (product category involvement, consumer relationship proneness, and shopping enjoyment). The data relate to more than 1,700 mall intercept personal interviews conducted in the United States, and in two western European countries (the Netherlands and Belgium), covering a wide variety of food and apparel retailers. The found moderating influences were inconsistent across samples, stressing the need for an adapted relationship marketing strategy per country and industry. The results do provide a first indication that relationship marketing efforts are relatively more effective if they are directed at consumers who are young and female, have a high need for social affiliation, and show high levels of product category involvement, consumer relationship proneness, and shopping enjoyment. The results provide a preliminary framework for retailers to optimize the allocation of their relationship marketing budgets.

Brand equity has been highlighted as a crucial element in differentiating products and achieving competitive advantage. Recent studies reflect the gradual rise in interest in the importance of building brand equity linked to the store. However, empirical evidence about the antecedents of store brand equity is still scarce, particularly on the retailer’s corporate social responsibility behavior. This chapter aims to analyze the influence of the retailer’s commitment to sustainable development (RCSD) and the credibility of the retailer’s communications on the overall store brand equity. Focusing on two samples of hypermarket customers in France and Spain, the findings provide evidence on the importance of the RCSD regarding employees, society, and environment, as well as the effectiveness of credible communications to generate store brand equity. Results are consistent for France and Spain.

Retail marketing is in the midst of an evolution. The paradigm is shifting from a product-centric to a consumer-centric focus, with a particular emphasis on understanding how consumers transition from harboring an interest in a product to actually purchasing that product. In response, shopper marketing, and in-store marketing (ISM) in particular, have emerged as important mechanisms to influence shopper behavior in brick & mortar and online retail environments. The academic literature is replete with work on what factors of ISM influence shopper behavior. In this chapter, we categorize prominent streams of findings on ISM into firm, customer, competitor and product characteristics of ISM and examine how the notion of a “store” is evolving from bricks to clicks – namely from physical formats to online shopping experiences. Insights from this chapter will help retailers and store managers identify what their customers respond to within a physical store, how technology is changing the way they can capture information on customers, and how shopper behavior is evolving in response to brick & mortar and online retail environments.

Marketing metrics represent a growing concern for practitioners and scholars alike. Among the performance measures at the individual account level, customer share emerges as a concept of growing interest, yet marketing lacks rigorous customer share metrics in business markets. In addition, the construct's position within the nomological net of relationship marketing in a business-to-business (B2B) context remains unclear. This research reports findings of a cross-sectional study among purchasing managers in U.S. manufacturing industries, which indicate a positive link between customer value and customer share in business relationships. Relationship benefits have a stronger impact on customer share than do relationship costs, such that sourcing and operations benefits appear to represent the most promising levers for effective customer share management. The results finally suggest that researchers should operationalize customer share in relative terms when investigating key supplier relationships across different industries.

In the literature on product branding, significant attention is given to brand equity in the consumer context, but relatively little attention is paid to the application of the concept in the business-to-business (B2B) context. Even less research exists on the role of brand equity in the retailing context. Retailers are often seen as irrelevant to the source of brand value, resulting in manufacturers not targeting retailers to help them build stronger brands. Potential occurs, therefore, for some channel conflict to exist between manufacturers and retailers. On the one hand, retailers tend to focus on building their own, private brands to differentiate themselves from other retail competitors and to increase their power in relation to manufacturer brands. At the same time, most retailers still need to create a good image in the consumer marketplace by selling famous, manufacturer-branded products. In other words, retailers often have to sell famous brands even if they would prefer to sell other brands including their own. Manufacturers tend to focus their brand-building efforts on the consumer market to entice consumers to insist that retailers stock their brands, rather than placing any real emphasis on building a strong and positive brand relationship with the retailer directly.

Purpose – This paper considers the role of relationality as an interpretive strategy in the workplace, asking how one group of low-wage workers interpret their jobs in the service economy.

Methodology – Qualitative interviews with 25 female retail workers.

Findings – I argue that these retail workers use a relational ethic to interpret various aspects of their work. Relationality colors workers’ understanding of their job responsibilities, their own accounts of self-development in the workplace, and their strategies for resolving conflict on the shop floor.

Practical implications – These findings are particularly relevant for current labor union activities, and thus I conclude by discussing the implications of this relational ethic for attempts to organize workers in the retail sector. Workers who prioritize relationships ahead of material gains in the workplace may be particularly uncomfortable with more confrontational styles of labor organization.

Originality/Value of paper – Economic sociologists increasingly stress relational aspects of the economy, such as the role of networks in enabling market transactions; the significance of social ties in shaping economic exchange, and the importance of economic activity in constituting relationships themselves. This paper builds on that framework by arguing that workers also use a relational ethic to interpret their activity within the workforce itself.

In the post-industrial American city, consumption and women play new and crucial roles. As service, tourist, shopping, and entertainment industries take prominence over or supplement the more explicitly male industrial and financial industries, women entrepreneurs have become significant actors in the city (Benson, 1988; Green, 1997). Femininity overlaps with bourgeois values in gentrification, giving women's actions a special import (Jackson & Thrift, 1995). The ‘ladies’ of gentrification produce new interpersonal dynamics on the streets and sidewalks, helping to facilitate neighborhood change, spread safety and stimulate new community ties.¹ This analysis is based on a multi-year field study and extended interviews of the neighborhood of Williamsburg, Brooklyn in New York City. In the past decade, this ethnic working-class neighborhood's primarily male industrial landscape and female domestic sphere has been supplanted by new mixed-gender, quasi-public spaces. Drawing on Jane Jacobs’ concepts of “eyes on the street” and “public characters” (Jacobs, 1961), I characterize women entrepreneurs as “faces on the street” who serve a key role in the transformation of neighborhood streets. This study focuses on the role of women in the gentrification process as an attempt to address the broader issue of the role of women in urban studies (DeSena, 2000; Leavitt, 2003).

The goal of this chapter is to analyse the decisions of the Croatian Competition Agency in the field of grocery retail mergers in the 2004–2009 period. In particular, various criteria used by the Competition Agency to evaluate grocery retail mergers are identified and discussed.

Using the comparative approach the author attempts to detect the relevant sources for certain solutions embraced by the Competition Agency by examining especially the relevant practice of the European Commission as well as relevant decisions adopted by some competition authorities in EU member states.

The grocery retail market in Croatia has seen a flurry of mergers since 2004 with the largest competitor spreading to various local markets. For the Croatian competition authority this merger wave has perhaps been the biggest challenge since its inception. In the face of growing market concentration, the authority saw fit to shift from initially providing green light to duly notified transactions to subsequently addressing serious competition concerns by ordering a number of remedies. The Croatian competition authority relied extensively on EU acquis when deciding on specific merger cases, especially as regards the relevant market definition.

The value of the chapter is reflected in the fact that this kind of comparative analysis of Croatian merger cases in the field of grocery retail mergers was not available before. It is especially in the light of the accession of Croatia to the EU, as foreseen on 1 July 2013, that this kind of study becomes useful both for domestic but also EU audience.