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Sales by multi-product retailers: a comment

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Author Info
Jens-Peter Loy (Department of Agricultural Economics, University of Kiel, Kiel, Germany)
Christoph R. Weiss (Department of Economics, Vienna University of Economics and Business Administration, Vienna, Austria)
Abstract

Immanent to the retail business is its multiproduct nature. In a recent issue of this journal Richards (2006) introduces a multiproduct model for perishable food items. Richards concludes that depth and breadth of sales are complementary marketing tools to increase store sales. He also provides empirical support for this hypothesis. We will show in the following that Richards' model does not suggest a complementarity between depth and breadth of sales. Instead, these tools are substitutes in his model. Therefore, the interpretation of his empirical result has to be reconsidered. Copyright © 2009 John Wiley & Sons, Ltd.

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File URL: http://hdl.handle.net/10.1002/mde.1467
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Publisher Info
Article provided by John Wiley & Sons, Ltd. in its journal Managerial and Decision Economics.

Volume (Year): 30 (2009)
Issue (Month): 8 ()
Pages: 513-515
Download reference. The following formats are available: HTML (with abstract), plain text (with abstract), BibTeX, RIS (EndNote, RefMan, ProCite), ReDIF
Handle: RePEc:wly:mgtdec:v:30:y:2009:i:8:p:513-515

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Web page: http://www3.interscience.wiley.com/cgi-bin/jhome/7976

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This page was last updated on 2009-12-30.

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