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From Cornering to Virtual Cornering

Author

Listed:
  • Andrea Francesco Martinelli

    (Metro Italia)

Abstract

Cornering consists in the assignment of a physical selling space to a producer by a retailer. Therefore, traditional cornering has the objective of strengthening the value proposition of distribution and industry in the final buyer's mind enhancing the value for the customer by a combination of the efforts inside the physical space. Traditional cornering is characterised by distinctive specific advantages for the manufacturing companies and for the retailers. Virtual cornering overcomes the restraints imposed by the physical space of the competition. The ideal environment for virtual cornering is linked to range and off-range products, and to demand bubbles.

Suggested Citation

  • Andrea Francesco Martinelli, 2002. "From Cornering to Virtual Cornering," Symphonya. Emerging Issues in Management, Niccolò Cusano University, issue 1 Market-.
    • Handle: RePEc:sym:journl:22:y:2002:i:1
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    File URL: https://symphonya.unicusano.it/article/view/2002.1.07martinelli
    File Function: First version, 2002
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    Citations

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    Cited by:

    1. Silvio M. Brondoni, 2003. "Ouverture de 'Marketing Research and Global Markets'," Symphonya. Emerging Issues in Management, University of Milano-Bicocca, issue 2 Marketi.
    2. Silvio M. Brondoni, 2006. "Corporate Gommunication and Global Markets," Symphonya. Emerging Issues in Management, University of Milano-Bicocca, issue 2 Communi.
    3. Elisa Rancati, 2005. "Global Markets and Time-Based Competition," Symphonya. Emerging Issues in Management, University of Milano-Bicocca, issue 2 Over-Su.
    4. Silvio M. Brondoni, 2005. "Managerial Economics and Global Competition," Symphonya. Emerging Issues in Management, University of Milano-Bicocca, issue 1 Over-Su.
    5. Silvio M. Brondoni, 2009. "Market-Driven Management, Competitive Customer Value and Global Networks," Symphonya. Emerging Issues in Management, University of Milano-Bicocca, issue 1 Market-.

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