IDEAS home Printed from https://ideas.repec.org/a/inm/ormksc/v8y1989i2p170-180.html
   My bibliography  Save this article

Evaluating Alternative Retail Repositioning Strategies

Author

Listed:
  • Marcel Corstjens

    (INSEAD)

  • Peter Doyle

    (University of Warwick)

Abstract

A methodology is provided for examining the impact on profitability of a significant change in the merchandise portfolio of a retailer. Such repositioning is essential to maintain competitiveness in a rapidly changing environment. At the same time, management is often reluctant to undertake such changes because they risk undermining the long-term core business. A model is provided which incorporates both short- and long-run estimates of the trade-off of new business generated against old business lost as a result of the change.

Suggested Citation

  • Marcel Corstjens & Peter Doyle, 1989. "Evaluating Alternative Retail Repositioning Strategies," Marketing Science, INFORMS, vol. 8(2), pages 170-180.
    • Handle: RePEc:inm:ormksc:v:8:y:1989:i:2:p:170-180
    DOI: 10.1287/mksc.8.2.170
    as

    Download full text from publisher

    File URL: http://dx.doi.org/10.1287/mksc.8.2.170
    Download Restriction: no
    File URL: https://libkey.io/10.1287/mksc.8.2.170?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    Citations

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


    Cited by:

    1. Papatla, Purushottam, 2011. "Do online shopping styles affect preferred site attributes? An empirical investigation and retailing implications," Journal of Retailing and Consumer Services, Elsevier, vol. 18(4), pages 362-369.
    2. Dinesh Kumar Gauri & Janos Gabor Pauler & Minakshi Trivedi, 2009. "Benchmarking Performance in Retail Chains: An Integrated Approach," Marketing Science, INFORMS, vol. 28(3), pages 502-515, 05-06.
    3. Colin Chi-Jyun Cheng & Eric C. Shiu, 2008. "Preconditions for Product Re-innovation in Taiwan: Evidence from High-Technology Firms," Asia Pacific Business Review, Taylor & Francis Journals, vol. 14(2), pages 191-211, April.
    4. Parker, Philip M. & Sarvary, Miklos, 1997. "Formulating dynamic strategies using decision calculus," European Journal of Operational Research, Elsevier, vol. 98(3), pages 542-554, May.
    5. Woodside, Arch G. & Trappey, Randolph III, 1996. "Customer portfolio analysis among competing retail stores," Journal of Business Research, Elsevier, vol. 35(3), pages 189-200, March.
    6. Oppewal, Harmen & Louviere, Jordan J. & Timmermans, Harry J. P., 2000. "Modifying Conjoint Methods to Model Managers' Reactions to Business Environmental Trends: An Application to Modeling Retailer Reactions to Sales Trends," Journal of Business Research, Elsevier, vol. 50(3), pages 245-257, December.
    7. Els Breugelmans & Marleen Hermans & Manfred Krafft & Mirja Kroschke & Felix Lehmkuhle & Murali Mantrala, 2024. "What is happening to my nearby stores? The own- and cross-effect of a radical store transformation on existing customers," Journal of the Academy of Marketing Science, Springer, vol. 52(1), pages 217-238, January.
    8. Todiras, A. & Nijkamp, P. & Rafijevas, S., 2011. "Innovative marketing strategies for national industrial flagships: Brand repositioning for accessing upscale markets," Serie Research Memoranda 0042, VU University Amsterdam, Faculty of Economics, Business Administration and Econometrics.

    More about this item

    Keywords

    retail; marketing; positioning;
    All these keywords.

    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:inm:ormksc:v:8:y:1989:i:2:p:170-180. 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.

    We have no bibliographic references for this item. You can help adding them by using 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: Chris Asher (email available below). General contact details of provider: https://edirc.repec.org/data/inforea.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.