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Journals / Yönetim ve Ekonomi Araştırmaları Dergisi / 2016 / Cilt: 14 - Sayı: 2

MARKETING CHANNEL STRATEGY AND THE EFFECT OF CANNIBALIZATION ON RETAILING: A CONCEPTUAL OVERVIEW FROM MARKETING AND SUPPLY CHAIN PERSPECTIVE

PERAKENDECİLİKTE PAZARLAMA KANALI STRATEJİSİ VE YAMYAMLIK ETKİSİ: PAZARLAMA VE TEDARİK ZİNCİRİ BAKIŞ AÇISIYLA KAVRAMSAL BİR DEĞERLENDİRME

Pervin ERSOY
Gülmüş BÖRÜHAN
Pages
41–63
Publication Date
2022-11-04
DOI
—
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AI Summary & Key Takeaways

AI Insight
⚡ TL;DR(Too Long; Didn't Read)

Additionally, research propositions are provided for further research

📌 3 Key Takeaways

🎯
Objective & Hypothesis:The impressive growth of internet, globalization and diffusion of technology have impacted every industry and business model.
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Key Findings & Data:Multichannel strategy of retailers should provide competitive advantage to cope with changing dynamics of globalized world.
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Conclusion & Impact:Additionally, research propositions are provided for further research
🔬Design:Modeling & Simulation
📍Scope:Comprehensive Sample
⚙️Variables:Domain Parameters

Abstract

The impressive growth of internet, globalization and diffusion of technology have impacted every industry and business model. Multichannel strategy of retailers should provide competitive advantage to cope with changing dynamics of globalized world. However, multichannel strategies can lead to disadvantageous outcomes such as cannibalization. Cannibalization refers to a firm losing market share due to the introduction of multichannel. The existing literature on cannibalization which is caused by multichannel strategies is controversial and the concept needs to be examined from different perspectives. In this study, it is aimed to develop a conceptual framework in case cannibalization effect occurs. To overcome the disadvantages of cannibalization, a theoretical approach based on the integration of marketing and supply chain perspectives, is proposed. Additionally, research propositions are provided for further research

Özet

İnternetin etkileyici gelişimi, küreselleşme ve teknolojinin yayılımı her sanayi ve iş modelini etkilemiştir.Çoklu kanal stratejisi küreselleşen dünyanın değişen dinamikleri ile başa çıkmak için perakendecilere rekabet avantajı sağlamalıdır. Ancak, çoklu kanal stratejileri, yamyamlık gibi dezavantajlı sonuçlara yol açabilir. Yamyamlık, birden fazla dağıtım kanalına giriş nedeniyle, firmanın Pazar payı kaybetmesi anlamına gelir. Çoklu kanal stratejileri nedeniyle mevcut yamyamlık *İzmir University of Economics, Faculty of Business, Department of Logistics Management, [email protected] **Yaşar University, Faculty of Economics and Administrative Sciences, International Logistics Department, [email protected] ***Yaşar University, Faculty of Economics and Administrative Sciences, International Logistics Department, [email protected] tartışmalıdır ve kavramın farklı bakış açılarından incelenmesi gereklidir. Bu çalışmada, yamyamlık etkisi ortaya çıktığında, yamyamlık etkisinin dezavantajlarını ortadan kaldırmak için teorik temele dayalı pazarlama ve tedarik zinciri bakış açısını bütünleştirerek bir kavramsal çerçeve sunulması amaçlanmaktadır. Ayrıca, gelecek araştırmalar için araştırma önerileri de sunulmuştur

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Cite This Article

ERSOY, P., BÖRÜHAN, G. (2022). MARKETING CHANNEL STRATEGY AND THE EFFECT OF CANNIBALIZATION ON RETAILING: A CONCEPTUAL OVERVIEW FROM MARKETING AND SUPPLY CHAIN PERSPECTIVE. Yönetim ve Ekonomi Araştırmaları Dergisi, Cilt: 14 - Sayı: 2, 41–63. https://ajindex.com/articles/655689

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