IDEAS home Printed from https://ideas.repec.org/h/pal/palchp/978-1-349-14378-8_8.html
   My bibliography  Save this book chapter

Managing Multiplicity: The Detail in Retail

In: Retail Power Plays: From Trading to Brand Leadership

Author

Listed:
  • Andrew Wileman
  • Michael Jary

Abstract

In Chapter 2 we argued that one of the primary differences between retail brands and producer brands is the sheer multiplicity of retail brand attributes, and the difficulty that this multiplicity creates for retail brand management. We compared the two dozen or so attributes of the Mars Bar brand with the millions of attributes of the Tesco brand — the customer’s experience of Tesco being a combination of all the products she buys there (range, price, quality, etc.), the shopping environment and the service level. We also observed the very high rate of change in attributes of a retail brand, given line and staff turnover.

Suggested Citation

  • Andrew Wileman & Michael Jary, 1997. "Managing Multiplicity: The Detail in Retail," Palgrave Macmillan Books, in: Retail Power Plays: From Trading to Brand Leadership, chapter 7, pages 113-122, Palgrave Macmillan.
    • Handle: RePEc:pal:palchp:978-1-349-14378-8_8
    DOI: 10.1007/978-1-349-14378-8_8
    as

    Download full text from publisher

    To our knowledge, this item is not available for download. To find whether it is available, there are three options:
    1. Check below whether another version of this item is available online.
    2. Check on the provider's web page whether it is in fact available.
    3. Perform a search for a similarly titled item that would be available.

    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:pal:palchp:978-1-349-14378-8_8. 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: Sonal Shukla or Springer Nature Abstracting and Indexing (email available below). General contact details of provider: http://www.palgrave.com .

    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.