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Marketing Strategies of Cluster Development in Retailing Sector

In: Integration and Clustering for Sustainable Economic Growth

Author

Listed:
  • Viktoria N. Ostrovskaya

    (Center of Marketing Initiatives)

  • Vyacheslav Y. Lapshin

    (G.R. Derzhavin Tambov State University)

  • Larisa V. Ponomareva

    (Volgograd State University)

  • Timofey Yurchenko

    (Institute of Management (Volgograd Branch))

Abstract

The purpose of the article is to verify the hypothesis and develop recommendations for selection and performance of marketing strategies of cluster development in retailing sector. As a method of verification of the offered hypothesis, this work uses the method of comparative analysis, with the help of which the authors compare activities of a particular enterprise and cluster in retailing sector and substantiate the necessity for the cluster using its own approach to selection of marketing strategy. The authors substantiate the necessity for use of various marketing strategies of development of separate enterprise and cluster entity in retailing sector, study specifics of marketing activities of cluster in retailing sector, compile recommendations for selection and performance of marketing strategies of cluster development in retailing sector, and develop the matrix of marketing strategies of cluster development in retailing sector.

Suggested Citation

  • Viktoria N. Ostrovskaya & Vyacheslav Y. Lapshin & Larisa V. Ponomareva & Timofey Yurchenko, 2017. "Marketing Strategies of Cluster Development in Retailing Sector," Contributions to Economics, in: Elena G. Popkova & Valentina E. Sukhova & Aleksey F. Rogachev & Yulia G. Tyurina & Olga A. Boris & V (ed.), Integration and Clustering for Sustainable Economic Growth, pages 31-38, Springer.
    • Handle: RePEc:spr:conchp:978-3-319-45462-7_4
    DOI: 10.1007/978-3-319-45462-7_4
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