Hirche, Martin ORCID: 0000-0002-1593-8486, Greenacre, Luke, Nenycz-Thiel, Magda, Loose, Simone and Lockshin, Larry ORCID: 0000-0003-4948-7326 (2021). SKU performance and distribution: A large-scale analysis of the role of product characteristics with store scanner data. J. Retail. Consum. Serv., 61. OXFORD: ELSEVIER SCI LTD. ISSN 1873-1384
Full text not available from this repository.Abstract
This study investigates the relationship between distribution and market share across various consumer packaged goods (CPG) categories and specific stock keeping units (SKUs). The study identifies product-related characteristics that result in substantive deviations above or below market shares predicted by the distribution - market share relationship. The association of product price, brand (private label [PL] v. national brand [NB]) and pack size with above (or below) expected market share for a given distribution level is analysed. Results indicate larger pack sizes, PL and medium price levels result in market share above what would be predicted by an SKU's distribution. This presents a source for competitive advantage in markets driven by push-pull dynamics.
Item Type: | Journal Article | ||||||||||||||||||||||||
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URN: | urn:nbn:de:hbz:38-582150 | ||||||||||||||||||||||||
DOI: | 10.1016/j.jretconser.2021.102533 | ||||||||||||||||||||||||
Journal or Publication Title: | J. Retail. Consum. Serv. | ||||||||||||||||||||||||
Volume: | 61 | ||||||||||||||||||||||||
Date: | 2021 | ||||||||||||||||||||||||
Publisher: | ELSEVIER SCI LTD | ||||||||||||||||||||||||
Place of Publication: | OXFORD | ||||||||||||||||||||||||
ISSN: | 1873-1384 | ||||||||||||||||||||||||
Language: | English | ||||||||||||||||||||||||
Faculty: | Unspecified | ||||||||||||||||||||||||
Divisions: | Unspecified | ||||||||||||||||||||||||
Subjects: | no entry | ||||||||||||||||||||||||
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URI: | http://kups.ub.uni-koeln.de/id/eprint/58215 |
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