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From Cornering to Virtual Cornering

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  • Andrea Francesco Martinelli

    ()
    (Metro Italia)

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    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.

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    File URL: http://webdepot.gsi.unimib.it/symphonya/RePec/pdf/symjournl22.pdf
    File Function: First version, 2002
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    Bibliographic Info

    Article provided by University of Milano-Bicocca in its journal Symphonya. Emerging Issues in Management.

    Volume (Year): (2002)
    Issue (Month): 1 Market-Space Management ()
    Pages:

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    Handle: RePEc:sym:journl:22:y:2002:i:1

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    Web page: http://www.unimib.it/symphonya

    Related research

    Keywords: Virtual Cornering; Cornering; Range; Off-Range; Demand Bubbles; Strategic Marketing; Global Markets DOI:http://dx.doi.org/10.4468/2002.1.07martinelli;

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