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Evolution of Retail Distribution Functions in Omnichannel Environment (Evidence from Bulgarian Retail Sector)

Author

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  • Violeta Dimitrova

    (University of Economics - Varna)

Abstract

The evolution of the distribution, as a result of the development of new communication technologies and transformations in consumer behavior, is the subject of extensive academic studies. The purpose of this article is to investigate and summarize the changes in the retail distribution functions in an omnichannel environment in the context of economic and marketing theory. The role of distribution services, wholesale and retail trade is the starting point in the analysis of the added value of the trade sector. The author argues that in order to make sense of changes in the retail distribution functions, it is necessary to look at the buying, selling and exchange functions, marketing and supply chain logistics in an interconnected way. The article is based on the research of authors in the field of distribution and retail economics and marketing. Empirical material from Bulgarian retail sector based on data from National Statistical Institution and Euromonitor illustrates that retailing has started to operate in a omnichannel environment.

Suggested Citation

  • Violeta Dimitrova, 2019. "Evolution of Retail Distribution Functions in Omnichannel Environment (Evidence from Bulgarian Retail Sector)," Izvestia Journal of the Union of Scientists - Varna. Economic Sciences Series, Union of Scientists - Varna, Economic Sciences Section, vol. 8(3), pages 101-110, December.
    • Handle: RePEc:vra:journl:v:8:y:2019:i:3:p:101-110
    DOI: 10.36997/IJUSV-ESS/2019.8.3.101
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    References listed on IDEAS

    as
    1. Emek Basker (ed.), 2016. "Handbook on the Economics of Retailing and Distribution," Books, Edward Elgar Publishing, number 15905.
    2. Williamson, Oliver, 2009. "The Theory of the Firm as Governance Structure: From Choice to Contract," Ekonomicheskaya Politika / Economic Policy, Russian Presidential Academy of National Economy and Public Administration, vol. 6, pages 111-134, December.
    3. Betancourt, Roger R. & Chocarro, Raquel & Cortiñas, Monica & Elorz, Margarita & Mugica, Jose Miguel, 2016. "Channel Choice in the 21st Century: The Hidden Role of Distribution Services," Journal of Interactive Marketing, Elsevier, vol. 33(C), pages 1-12.
    4. Bert Rosenbloom, 2010. "Six Classic Distribution Paradigms for Global Marketing Channel Strategy," Symphonya. Emerging Issues in Management, University of Milano-Bicocca, issue 1 Marketi.
    5. Roger R. Betancourt, 2004. "The Economics of Retailing and Distribution," Books, Edward Elgar Publishing, number 3511.
    Full references (including those not matched with items on IDEAS)

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    More about this item

    Keywords

    distribution functions; retail product; omnichannel retailing;
    All these keywords.

    JEL classification:

    • L81 - Industrial Organization - - Industry Studies: Services - - - Retail and Wholesale Trade; e-Commerce
    • M21 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Business Economics - - - Business Economics
    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing

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