Marketing at the retail shelf: an examination of moderating effects of logistics on SKU market share (original) (raw)

2010

Abstract

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.

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