Marketing at the retail shelf: an examination of moderating effects of logistics on SKU market share |
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Authors: | Matthew A Waller Brent D Williams Andrea Heintz Tangari Scot Burton |
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Institution: | (1) Department of Marketing and Logistics, 302 BA, Sam M. Walton College of Business, University of Arkansas, Fayetteville, AR 72701, USA;(2) Department of Information Systems and Supply Chain Management, Texas Christian University, TCU Box 298530, Fort Worth, TX 76129, USA |
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Abstract: | Given that the impact of retail shelf facings and price on a product’s market share is of substantial interest to marketing
managers in the retail supply chain, we examine whether these relationships may be interdependent with the firm’s supply chain
activities. We offer predictions regarding the interdependence of the marketing and supply chain variables using monthly in-store
observations from 62 different retail stores from five different chains, taken over a 24-month period. The in-store observations
included price and number of facings, which is combined with data obtained from the manufacturer on case pack quantity and
market share data from the ACNielsen HomeScan consumer scanner panel. Results indicate that shelf facings impact the effects
of price and case pack quantity on market share. In addition, we explore the strength of relationships across retailers employing
everyday low price versus HiLo pricing strategies. Generally, our findings suggest that retailers and suppliers must work
to integrate marketing activities and supply chain processes both within and across firms to most effectively serve the consumer
at the retail shelf and increase market share. |
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Keywords: | |
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