Retailers, Frontiers of Innovation and Local Legislative Constraints
The role of retail has deeply changed over the last years. Today, large scale retailers are no longer perceived as mere sellers of products. A modern, advanced retailer, must be able to innovate and enrich the value of the offer throughout its network, integrating more and more goods and services under an umbrella brand that increases distinctiveness and loyalty. In order to do so, it is necessary to have an entrepreneurial ability oriented towards evolution of demand, a socially-focused company mission, but also a legislative landscape that allows for this innovation process
Volume (Year): (2010)
Issue (Month): 1 Marketing Channels and Global Markets ()
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