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Evaluating Alternative Retail Repositioning Strategies

Author

Listed:
  • Marcel Corstjens

    (INSEAD)

  • Peter Doyle

    (University of Warwick)

Abstract

A methodology is provided for examining the impact on profitability of a significant change in the merchandise portfolio of a retailer. Such repositioning is essential to maintain competitiveness in a rapidly changing environment. At the same time, management is often reluctant to undertake such changes because they risk undermining the long-term core business. A model is provided which incorporates both short- and long-run estimates of the trade-off of new business generated against old business lost as a result of the change.

Suggested Citation

  • Marcel Corstjens & Peter Doyle, 1989. "Evaluating Alternative Retail Repositioning Strategies," Marketing Science, INFORMS, vol. 8(2), pages 170-180.
    • Handle: RePEc:inm:ormksc:v:8:y:1989:i:2:p:170-180
    DOI: 10.1287/mksc.8.2.170
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    Citations

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    Cited by:

    1. Papatla, Purushottam, 2011. "Do online shopping styles affect preferred site attributes? An empirical investigation and retailing implications," Journal of Retailing and Consumer Services, Elsevier, vol. 18(4), pages 362-369.
    2. Dinesh Kumar Gauri & Janos Gabor Pauler & Minakshi Trivedi, 2009. "Benchmarking Performance in Retail Chains: An Integrated Approach," Marketing Science, INFORMS, vol. 28(3), pages 502-515, 05-06.
    3. Colin Chi-Jyun Cheng & Eric C. Shiu, 2008. "Preconditions for Product Re-innovation in Taiwan: Evidence from High-Technology Firms," Asia Pacific Business Review, Taylor & Francis Journals, vol. 14(2), pages 191-211, April.
    4. Els Breugelmans & Marleen Hermans & Manfred Krafft & Mirja Kroschke & Felix Lehmkuhle & Murali Mantrala, 2024. "What is happening to my nearby stores? The own- and cross-effect of a radical store transformation on existing customers," Journal of the Academy of Marketing Science, Springer, vol. 52(1), pages 217-238, January.
    5. Todiras, A. & Nijkamp, P. & Rafijevas, S., 2011. "Innovative marketing strategies for national industrial flagships: Brand repositioning for accessing upscale markets," Serie Research Memoranda 0042, VU University Amsterdam, Faculty of Economics, Business Administration and Econometrics.
    6. Parker, Philip M. & Sarvary, Miklos, 1997. "Formulating dynamic strategies using decision calculus," European Journal of Operational Research, Elsevier, vol. 98(3), pages 542-554, May.
    7. Woodside, Arch G. & Trappey, Randolph III, 1996. "Customer portfolio analysis among competing retail stores," Journal of Business Research, Elsevier, vol. 35(3), pages 189-200, March.
    8. Oppewal, Harmen & Louviere, Jordan J. & Timmermans, Harry J. P., 2000. "Modifying Conjoint Methods to Model Managers' Reactions to Business Environmental Trends: An Application to Modeling Retailer Reactions to Sales Trends," Journal of Business Research, Elsevier, vol. 50(3), pages 245-257, December.

    More about this item

    Keywords

    retail; marketing; positioning;
    All these keywords.

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