دورية أكاديمية
What is happening to my nearby stores? The own- and cross-effect of a radical store transformation on existing customers
| العنوان: | What is happening to my nearby stores? The own- and cross-effect of a radical store transformation on existing customers |
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| المؤلفون: | Breugelmans, E., Hermans, M., Krafft, M., Kroschke, M., Lehmkuhle, F., Mantrala, M. |
| المصدر: | Journal of the Academy of Marketing Science, 52, pp. 217-238 |
| سنة النشر: | 2024 |
| المجموعة: | Radboud University: DSpace |
| مصطلحات موضوعية: | Institute for Management Research |
| الوصف: | Contains fulltext : 293254.pdf (Publisher’s version ) (Open Access) ; Brick-and-mortar grocery retailers that undertake major format changes often do so in a staggered rollout and radically transform just one store at a time. This approach begs two questions: What effects does a radical store transformation have on existing customers’ sales at the transformed store (own-effect) and at the chain’s nearby untransformed stores (cross-effect)? Do the effects vary with customer characteristics? These questions are investigated using a quasi-field experiment of a staggered radical store transformation of a German retailer. Conventional wisdom would predict cannibalization of nearby untransformed stores’ sales. However, applying our proposed theoretical framework shows, for this empirical case, a negative own- but a positive cross-effect on existing customers. Further, existing customers who had a greater preference for and shopped more at the old format are most likely to migrate. Thus, nearby untransformed stores can help retain existing customers who may get turned off by a radical store transformation. ; 30 mei 2023 |
| نوع الوثيقة: | article in journal/newspaper |
| اللغة: | unknown |
| العلاقة: | https://repository.ubn.ru.nl//bitstream/handle/2066/293254/293254.pdfTest; https://repository.ubn.ru.nl/handle/2066/293254Test |
| DOI: | 10.1007/s11747-023-00946-2 |
| الإتاحة: | https://doi.org/10.1007/s11747-023-00946-2Test https://repository.ubn.ru.nl//bitstream/handle/2066/293254/293254.pdfTest https://repository.ubn.ru.nl/handle/2066/293254Test |
| رقم الانضمام: | edsbas.CEF82A6F |
| قاعدة البيانات: | BASE |
| DOI: | 10.1007/s11747-023-00946-2 |
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