IDEAS home Printed from https://ideas.repec.org/a/krk/eberjl/v5y2017i1p77-90.html
   My bibliography  Save this article

Innovative Positioning as a Marketing Tool of Retailers on the Food Market

Author

Listed:
  • Grażyna Śmigielska

    (Cracow University of Economics, Poland)

  • Magdalena Stefańska

    (Poznań University of Economics and Business, Poland)

Abstract

Objective: The aim of the paper is to develop the theory of retail business positioning as a part of marketing innovation-based strategy. It is proposed that innovative retail formats and business models should be included in it. Research Design & Methods: The critical literature review on the existing dimensions of business positioning as well as the new, suggested dimensions is made. General trends in food retailers’ positioning in Poland and the positioning strategy development of Carrefour are analysed in the form of examples and a short case study. They are based on the secondary sources like academic papers, retail magazines and companies’ web sites. Findings: On the fragmented food markets retailers position themselves by introducing format innovations and stressing low price. Then they have to reposition themselves by attributes other than price. Big mass merchandisers are now segmenters. Implications & Recommendations: In Poland the tendencies for buying natural, Fair Trade, diabetics, organic or functional products, as well as the focus on the elderly segment are opportunities for retailers. Yet, trading up creates new opportunities for discounters. Contribution & Value Added: The paper contributes to the theory of retail positioning by linking elements of the marketing and the entrepreneurship approaches. It also develops knowledge about the Polish retail food market.

Suggested Citation

  • Grażyna Śmigielska & Magdalena Stefańska, 2017. "Innovative Positioning as a Marketing Tool of Retailers on the Food Market," Entrepreneurial Business and Economics Review, Centre for Strategic and International Entrepreneurship at the Cracow University of Economics., vol. 5(1), pages 77-90.
    • Handle: RePEc:krk:eberjl:v:5:y:2017:i:1:p:77-90
    as

    Download full text from publisher

    File URL: https://eber.uek.krakow.pl/index.php/eber/article/download/170/pdf
    Download Restriction: no
    ---><---

    References listed on IDEAS

    as
    1. Diallo, Mbaye Fall, 2012. "Effects of store image and store brand price-image on store brand purchase intention: Application to an emerging market," Journal of Retailing and Consumer Services, Elsevier, vol. 19(3), pages 360-367.
    2. Hanf, Jon Henrich & Pall, Zsombor, 2009. "Is retailing really unique? Insights into retail internationalization using business theories," 113th Seminar, September 3-6, 2009, Chania, Crete, Greece 58025, European Association of Agricultural Economists.
    3. Juan Beristain, Jose & Zorrilla, Pilar, 2011. "The relationship between store image and store brand equity: A conceptual framework and evidence from hypermarkets," Journal of Retailing and Consumer Services, Elsevier, vol. 18(6), pages 562-574.
    4. Sorescu, Alina & Frambach, Ruud T. & Singh, Jagdip & Rangaswamy, Arvind & Bridges, Cheryl, 2011. "Innovations in Retail Business Models," Journal of Retailing, Elsevier, vol. 87(S1), pages 3-16.
    5. David Walters & Dominic Laffy, 1996. "Managing Retail Productivity and Profitability," Palgrave Macmillan Books, Palgrave Macmillan, number 978-1-349-24621-2.
    Full references (including those not matched with items on IDEAS)

    Citations

    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
    as


    Cited by:

    1. Ľubica Kubicová & Kristína Predanocyová & Zdenka Kádeková, 2019. "Factors Affecting the Demand for Milk and Dairy Products in the Slovak Republic," AGRIS on-line Papers in Economics and Informatics, Czech University of Life Sciences Prague, Faculty of Economics and Management, vol. 11(4), December.

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Sonia Singh & Subhra Mondal & Lata Bajpai Singh & Kalyan Kumar Sahoo & Subhankar Das, 2020. "An Empirical Evidence Study of Consumer Perception and Socioeconomic Profiles for Digital Stores in Vietnam," Sustainability, MDPI, vol. 12(5), pages 1-30, February.
    2. Willems, Kim, 2022. "Brand personality appeal in retailing: Comparing fashion- and grocery retailing," Journal of Retailing and Consumer Services, Elsevier, vol. 64(C).
    3. Hsin-Hui Lin & Hsien-Ta Li & Yi-Shun Wang & Timmy H. Tseng & Ya-Ling Kao & Min-Yi Wu, 2017. "Predicting customer lifetime value for hypermarket private label products," Journal of Business Economics and Management, Taylor & Francis Journals, vol. 18(4), pages 619-635, July.
    4. Mahsa Hosseini & Hosseini Norouzi, 2017. "Investigating the impact of consumer trust on loyalty and purchase intention of food store brands: Case study: Palladium shopping mall in Tehran," International Review of Management and Marketing, Econjournals, vol. 7(4), pages 138-146.
    5. Swoboda, Bernhard & Weindel, Julia & Hälsig, Frank, 2016. "Predictors and effects of retail brand equity – A cross-sectoral analysis," Journal of Retailing and Consumer Services, Elsevier, vol. 31(C), pages 265-276.
    6. Magali Jara & Jean-Marc Ferrandi, 2017. "Standard retail brand equity: antecedents and sustainable developments," Working Papers hal-01465177, HAL.
    7. Rubio, Natalia & Villaseñor, Nieves & Yagüe, María Jesús, 2017. "Creation of consumer loyalty and trust in the retailer through store brands: The moderating effect of choice of store brand name," Journal of Retailing and Consumer Services, Elsevier, vol. 34(C), pages 358-368.
    8. Anselmsson, Johan & Burt, Steve & Tunca, Burak, 2017. "An integrated retailer image and brand equity framework: Re-examining, extending, and restructuring retailer brand equity," Journal of Retailing and Consumer Services, Elsevier, vol. 38(C), pages 194-203.
    9. Vlad I. Rosca & Cristina Veronica Partenie, 2018. "A theoretical overview on understanding customer-based brand equity," Journal of Community Positive Practices, Catalactica NGO, issue 4, pages 19-28.
    10. Grandi, Benedetta & Cardinali, Maria Grazia, 2022. "Colours and price offers: How different price communications can affect sales and customers’ perceptions," Journal of Retailing and Consumer Services, Elsevier, vol. 68(C).
    11. Camal Gallouj & Faïz Gallouj & Marie-Hélène Vigliano, 2012. "Au-delà de la productivité : les multiples mondes de la performance dans le commerce," Post-Print halshs-01114088, HAL.
    12. Ivana Bassi & Matteo Carzedda & Enrico Gori & Luca Iseppi, 2022. "Rasch analysis of consumer attitudes towards the mountain product label," Agricultural and Food Economics, Springer;Italian Society of Agricultural Economics (SIDEA), vol. 10(1), pages 1-25, December.
    13. Albors-Garrigos, Jose, 2020. "Barriers and enablers for innovation in the retail sector: Co-innovating with the customer. A case study in grocery retailing," Journal of Retailing and Consumer Services, Elsevier, vol. 55(C).
    14. Radojko LUKIÆ, 2013. "Sustainable Cost Management in Retail," REVISTA DE MANAGEMENT COMPARAT INTERNATIONAL/REVIEW OF INTERNATIONAL COMPARATIVE MANAGEMENT, Faculty of Management, Academy of Economic Studies, Bucharest, Romania, vol. 14(2), pages 268-280, May.
    15. Willems, Kim & Smolders, Annelien & Brengman, Malaika & Luyten, Kris & Schöning, Johannes, 2017. "The path-to-purchase is paved with digital opportunities: An inventory of shopper-oriented retail technologies," Technological Forecasting and Social Change, Elsevier, vol. 124(C), pages 228-242.
    16. Jalal Hanaysha, 2016. "Testing the effects of food quality, price fairness, and physical environment on customer satisfaction in fast food restaurant industry," Journal of Asian Business Strategy, Asian Economic and Social Society, vol. 6(2), pages 31-40, February.
    17. Tony Cooper & Constantino Stavros & Angela R. Dobele, 2019. "The levers of engagement: an exploration of governance in an online brand community," Journal of Brand Management, Palgrave Macmillan, vol. 26(3), pages 240-254, May.
    18. Shankar, Venkatesh & Inman, J. Jeffrey & Mantrala, Murali & Kelley, Eileen & Rizley, Ross, 2011. "Innovations in Shopper Marketing: Current Insights and Future Research Issues," Journal of Retailing, Elsevier, vol. 87(S1), pages 29-42.
    19. Ancillai, Chiara & Sabatini, Andrea & Gatti, Marco & Perna, Andrea, 2023. "Digital technology and business model innovation: A systematic literature review and future research agenda," Technological Forecasting and Social Change, Elsevier, vol. 188(C).
    20. Beatriz Moliner-Velázquez & María Fuentes-Blasco & Irene Gil-Saura, 2019. "Effects of value and innovation on brand equity in retailing," Journal of Brand Management, Palgrave Macmillan, vol. 26(6), pages 658-674, November.

    More about this item

    Keywords

    retail marketing; positioning; marketing innovations; entrepreneurship; food market;
    All these keywords.

    JEL classification:

    • L81 - Industrial Organization - - Industry Studies: Services - - - Retail and Wholesale Trade; e-Commerce
    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
    • M39 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Other
    • O31 - Economic Development, Innovation, Technological Change, and Growth - - Innovation; Research and Development; Technological Change; Intellectual Property Rights - - - Innovation and Invention: Processes and Incentives
    • L26 - Industrial Organization - - Firm Objectives, Organization, and Behavior - - - Entrepreneurship

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:krk:eberjl:v:5:y:2017:i:1:p:77-90. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Piotr Stanek, PhD. (email available below). General contact details of provider: https://edirc.repec.org/data/aekrapl.html .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.