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Is Retailer’s Locational Choice in Line with Chain Positioning Strategy?

Author

Listed:
  • A Toumi

    (CREM - Centre de recherche en économie et management - UNICAEN - Université de Caen Normandie - NU - Normandie Université - UR - Université de Rennes - CNRS - Centre National de la Recherche Scientifique)

  • G. Cliquet

    (CREM - Centre de recherche en économie et management - UNICAEN - Université de Caen Normandie - NU - Normandie Université - UR - Université de Rennes - CNRS - Centre National de la Recherche Scientifique)

Abstract

This paper seeks to fill a gap in the literature about the links between marketing strategy at the corporate level and store location strategy of individual units. The objective of this research is to better predict site choices according to the chain marketing policy by examining the impact of store chain positioning defined at corporate level on retailers' locational preferences. Adaptive conjoint analysis (ACA) is used to generate the importance values of locational attributes within each price segment for retail network development managers. The empirical analysis stems from a survey among managers in the clothing and accessories retail sector in France which provides a better understanding of locational decisions within this sector on the one hand, and a set of locational attributes that may ensure the coherence of retail marketing mix on the other hand. One of the main results concerns a specific attribute: store size. A complementary discussion with development managers shows that this attribute is so crucial in the clothing and accessories retail sector that no other attribute can compensate for a deficit in store size, which should not be too small or too large. This result makes the choice of conjoint analysis questionable. © 2023, The Author(s), under exclusive license to Springer Nature Switzerland AG.

Suggested Citation

  • A Toumi & G. Cliquet, 2023. "Is Retailer’s Locational Choice in Line with Chain Positioning Strategy?," Post-Print hal-03979396, HAL.
    • Handle: RePEc:hal:journl:hal-03979396
    DOI: 10.1007/978-3-031-18134-4_12
    as

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