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Il ruolo della politica assortimentale nella crisi e rilancio dell'ipermercato

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  • Gianpiero Lugli

Abstract

Il ruolo della politica assortimentale nella crisi e rilancio dell'ipermercato - This paper presents the main findings of a research that Cermes - Bocconi has carried out on behalf of some industrial firms (Barilla, Campari, Coca-Cola, Ferrero, Kraft, Parmareggio) and with the contribution of some commercial firms (Agor?- Poli, Auchan, Carrefour, COOP Estense, GS, SELEX, SIGMA, SMA). The main goal of the research was to discover the importance of assortment policies in industrial and retail marketing. First, we verify the hypothesis that explain the continued increase in assortment dimension with the dependence of retail marketing upon manufacture?s contribution leading to a pour service to consumers. Then we verify that the convergence of assortment is the main cause of hypermarket crisis as well as a great contributor to the reduction of store loyalty. This paper aim to introduce a series of empirical research on the subject of retail assortment. Keywords: assortment, intertype-intratype competition, diversification, assortment quality, channel partnership Parole chiave: assortimento, intertype - intratype competition, diversificazione, qualit? dell?assortimento, collaborazione di canale

Suggested Citation

  • Gianpiero Lugli, 2009. "Il ruolo della politica assortimentale nella crisi e rilancio dell'ipermercato," MERCATI & COMPETITIVIT?, FrancoAngeli Editore, vol. 2009(3), pages 11-32.
    • Handle: RePEc:fan:mcmcmc:v:html10.3280/mc2009-003002
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    Cited by:

    1. Beatrice Luceri & Sabrina Latusi & Elisa Martinelli, 2014. "L?acquirente cross-format: modelli di mobilit? nel rocery," MERCATI & COMPETITIVIT?, FrancoAngeli Editore, vol. 2014(3), pages 19-39.
    2. Marcello Sansone & Roberto Bruni & Annarita Colamatteo & Maria Anna Pagnanelli, 2017. "Dynamic capabilities in retailers? marketing strategies: Defining an analysis model," MERCATI & COMPETITIVIT?, FrancoAngeli Editore, vol. 2017(2), pages 17-42.

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