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Managing the retail format portfolio: An application of modern portfolio theory

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  • Brown, James R.

Abstract

We apply modern financial portfolio theory (MPT) to managing portfolios of retail formats. The objective of MPT is to maximize overall portfolio return for a given level of portfolio risk. We applied MPT to three prominent hotel firms to determine the ideal mix of formats in their hotel brand portfolios, using revenue per available room (RevPAR) as a proxy for return on investment. We found that all three firms could improve their returns and reduce their risk by reallocating the number of hotel rooms (i.e., scarce resources) across their different retail formats.

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  • Brown, James R., 2010. "Managing the retail format portfolio: An application of modern portfolio theory," Journal of Retailing and Consumer Services, Elsevier, vol. 17(1), pages 19-28.
    • Handle: RePEc:eee:joreco:v:17:y:2010:i:1:p:19-28
    DOI: 10.1016/j.jretconser.2009.09.001
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    References listed on IDEAS

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    Cited by:

    1. Müller, Holger & Benjamin Kroll, Eike & Vogt, Bodo, 2010. "“Fact or artifact? Empirical evidence on the robustness of compromise effects in binding and non-binding choice contextsâ€," Journal of Retailing and Consumer Services, Elsevier, vol. 17(5), pages 441-448.
    2. Tomasz Brzęczek, 2020. "Optimisation of product portfolio sales and their risk subject to product width and diversity," Review of Managerial Science, Springer, vol. 14(5), pages 1009-1027, October.
    3. Sreten Ćuzović & Svetlana Sokolov Mladenović & Djordje Ćuzović, 2017. "The Impact of Retail Formats on the Development of Food Retailing," Entrepreneurial Business and Economics Review, Centre for Strategic and International Entrepreneurship at the Cracow University of Economics., vol. 5(1), pages 11-26.
    4. Pérez Odeh, Rodrigo & Watts, David & Flores, Yarela, 2018. "Planning in a changing environment: Applications of portfolio optimisation to deal with risk in the electricity sector," Renewable and Sustainable Energy Reviews, Elsevier, vol. 82(P3), pages 3808-3823.
    5. Sinha, Priyank & Sainy, Romi, 2021. "How can Indian small-scale fashion retailers survive COVID-19 disruption?-A Brand Portfolio Optimization Perspective," Journal of Retailing and Consumer Services, Elsevier, vol. 62(C).

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