EAERCD Conference 2011 Abstracts (in alphabetical order by first author) *corresponding author 25
EAERCD Conference 2011 DOES SOFTWARE PIRACY ALWAYS REPRESENT CONSUMER
MISBEHAVIOUR?
Abdelhadi Amal *
Foster Carley
Whysall Paul
This study aims to explore whether or not software piracy is perceived as consumer misbehaviour in
Libya. Both qualitative and quantitative methods have been used; data were collected by
interviewing 10 marketers and through a questionnaire surveying 219 Libyan consumers. The study
found that almost all of the software in the Libyan market is copied in ways that would be
considered illegal in Western societies but the marketers interviewed did not consider this as
misbehaviour. Instead, some of them were actively encouraging consumers to adopt this pattern of
behaviour. Also nearly half (49.4 %) of the sample had positive attitudes toward software piracy
and 43% had an intention to conduct this behaviour. Furthermore, only 34% of consumers thought
that software piracy is illegal, despite laws existing that protect intellectual property rights.
Keywords: software piracy, Libya, consumer Misbehaviour
WHAT’S THE BUZZ ABOUT THE STORE? A COMPARATIVE STUDY OF
WORD OF MOUTH AND CUSTOMER SATISFACTION, THEIR SOURCES
AND RELATIONSHIPS TO SALES GROWTH
Anselmsson Johan
Johansson Ulf *
This is the first study to systematise “buzzables” in retailing that drive WOM. Also the argued
relationship between WOM and sales growth is compared to the relationship between customer
satisfaction and sales growth. The results build on data from 27 retail chains in seven categories on
the Scandinavian retail market, panel data from 3000 households, and 1000 customer interviews.
The results show that satisfaction and WOM are equally important for growth. Contrary to the
previous literature, maintaining that WOM is driven by unique and extreme features, it is more
common factors such as value for money, quality and range of goods that encourage WOM.
Keywords: buzz, word of mouth, customer satisfaction, sales growth
27
EAERCD Conference 2011 ETHICAL SOURCING – CHOICE OF SOURCING STRATEGIES AND
IMPACT ON PERFORMANCE OF THE FIRM IN GERMAN RETAILING
AND WHOLESALING
Bastian Jonas *
Zentes Joachim
The paper discusses the influence of corporate social responsibility (CSR) on sourcing strategies of
retailers and wholesalers in Germany. Furthermore it is investigated how different sourcing
strategies influence the ethical sourcing performance (ESP) and how ESP influences a company's
success. An empirical study with 47 German retailers and wholesalers, using PLS regression,
supports the conclusions that ethical sourcing intentions and ESP are both positively correlated to
the use of vertical cooperation and third party controlled acceptance standards in sourcing activities.
Whereas an ethical sourcing intention also leads to a higher direct influence of retailers and
wholesalers on their suppliers, no correlation between a high influence on suppliers and ESP was
found. Finally, a higher ESP is correlated with a lower monetary success in the short run, but it can
significantly increase nonmonetary performance indicators like customer satisfaction. Implications
for supply chain participants and opportunities for researchers are also discussed.
Keywords: ethical sourcing, corporate social responsibility, sourcing strategies, strategic sourcing,
ethical sourcing performance, performance of the firm
MANAGING ON-SHELF-AVAILABILITY: THE STORE MANAGER'S
PERSPECTIVE
Bell James *
Previous research has explored On-Shelf Availability (OSA), its implications for shopper
behaviour, and its impact on retailer performance. Recent advances in tracking systems have
improved the measurement of OSA. However, whilst effective in-store operations are
acknowledged as key to maintaining OSA, little is known about store manager understanding of
managing performance in this important service dimension. This qualitative study uses Critical
Incident Technique to explore the perceptions of convenience store managers within a UK grocery
retailer. The legitimacy of corporate performance indicators based on tracking systems is endorsed
by this population and such systems positively encourage engagement with maintaining OSA.
Keywords: performance measurement, performance management, retail operations, OSA, OOS
28
EAERCD Conference 2011 TARGETED AND MASS APPROACHES TO CUSTOMER LOYALTY:
ARE ENDS MEETING?
Bellini Silvia *
Cardinali Maria Grazia
Ziliani Cristina
This research examines the determinants in building and maintaining customer loyalty to a store.
The first part investigates the strategic role of different marketing levers, ranging from traditional
mass levers such as range and price to relational targeted levers based on customer segmentation
and loyalty card data. The second part focuses on the role of different levers in store differentiation,
that is, to what extent they are perceived by customers as distinctive to a store. For the first time,
parallel analysis of retailer and consumer is used to obtain a dual perspective.
Keywords: customer loyalty, store loyalty, differentiation
CONSUMER RESPONSE TO AN INCOMING FOREIGN RETAILING:
COSTCO SUCCESS IN AUSTRALIA
Bianchi Constanza
Huddleston Patricia *
Minahan Stella
This paper explores consumer perceptions and responsiveness to a foreign retailer that has recently
entered the host market. A review of the retail internationalisation literature is conducted and
institutional theory is used as a theoretical approach. Case study methodology is used to explore
consumer perceptions of Costco’s first year of operation in Australia; we interview 14 customers of
the new store. Findings show that the business model has been embraced by the Australian
customers. In the twelve-month period, Costco’s Melbourne store has become one of its top five
stores in the world. This success is based on customer’s acceptance of key aspects of the business
model and Costco’s flexibility in responding to the customer. We observe the emergence of new
customer norms resulting from the Costco store.
Keywords: customer receptiveness, shopping habits, retail internationalization
29
EAERCD Conference 2011 BRAND-DRIVEN LEADERSHIP AND MANAGEMENT IN RETAILING
Botschen Günther *
Thelen Eva
Change management theorists write about all sorts of processes as mechanisms for change
management. None of them suggests using the brand as a vehicle for change management.
Similarly, while branding has become an increasingly popular research and business topic, branding
literature appears to neglect change management. This paper intends to bridge this gap through the
development of a practice-centered phase model, which uses brand identity as the main driver of the
organizational renewal.
The model consists of three layers: the determination of the „new“ strategic brand identity, the
translation of the intended strategic identity into concrete contact-point experiences, and the
alignment of structure, processes, functions and employees’ behaviors.
The first layer describes the identification of the content of the new brand identity. For this purpose
various approaches for the creation of brand identities have been integrated. In contrast to the
internally oriented organizational identity concepts this approach is driven by socio-cultural
meanings. These meanings provide a rich banquet of values, social concepts and archetypes for the
creation of a unique strategic brand identity stimulating the most promising potential for enduring
resonance.
The second layer translates the rather abstract combination of core meanings into concrete contact
point experiences for customers, employees and other important stakeholders. This mechanism
supports the continuous and self-similar reproduction of the intended core values of the
organization.
The third layer deals with the challenging phase of aligning structure, processes, functions and
behaviors of employees to facilitate the derived concrete contact point experiences. The proposed
organizational change mechanisms are based on research and fieldwork on the learning
organization, more specifically on understanding and developing mental models of human beings.
The whole phase model has been evolving during a twelve years practitioner researcher
collaboration applying action research approaches and techniques with the CEOs and owners of
mainly family owned retail and services companies. The regional food retailer MPREIS who
operates at present 180 supermarkets is prototypically used to describe the evolution of the phase
model.
Keywords: phase model for brand-driven retail leadership and management, aesthetical
differentiation, brand identity, socio cultural, contact points, brand-driven alignment, behavioral
branding
30
EAERCD Conference 2011 TRACKING SHOPPERS BEHAVIOR AT THE POINT OF SALE BY USING
END-USERS MOBILE DEVICES
Bourimi Mohamed
Mau Gunnar *
Steinmann Sascha
Schramm-Klein Hanna
Kesdogan Dogan
An established way in analyzing shoppers’ behavior at the point of sale involves identifying their
paths through the store as well as their approach behavior towards different shelves. Such procedure
allows, among others, for optimization of product placements or in-store advertisement and
guidance. As doing this within the respective locations is technologically challenging, there is a
need for better localization methods than those using RFID, other similar localization technologies
(e.g. indoor GPS, CCTV, and photo sensors), or human-based observations. Therefore, we
introduce a multi-method approach for identifying shopper paths in the stores based on a
combination of built-in sensors’ capabilities in end-users’ mobile devices, as well as a mobile
product scanner application.
Keywords: shopper behavior, mobile devices, point of sale
THE CONCEPT AND MEASUREMENT OF RETAILER
IMPLICATIONS FOR RETAILER INTERNATIONALISATION
IMAGE:
Burt Steve *
Johansson Ulf
Thelander Åsa
The aim of this paper is to consider retail image as it is currently conceptualised and researched, and
to highlight the implications for research into retailer internationalisation. First, we discuss how the
concept of retail image has evolved in previous studies. Second, we consider the process of image
formation. Third, the methodology and data collection techniques employed in previous studies are
discussed. Finally, underpinning all three of these themes is consideration of the perspectives that
have dominated retail image research, i.e., the managerial approach.
It is argued that retail literature has, to date, mainly focused on tangible and intangible dimensions
of the store environment, ignoring a broader, more complex construct than this, and that two more
levels or contributing dimensions should be recognised - product image and company/corporate
image.
The fact that most existing retail image studies either implicitly or explicitly start from a managerial
perspective constrains how we currently research retail image In future work, there needs to be
greater integration and acknowledgement of the consumer perspective, which recognises how
consumers construct and use retail brands and retail image.
A further consideration, often lacking in existing conceptualisations of retail image, is the process
leading to the formation of retail image. We argue that image formation develops over time, evolves
through different stages and can be seen as a relationship formation process.
31
EAERCD Conference 2011 Finally, we view transferability of image across international markets and cultures as a much more
complex process than is assumed in the literature, adopting (even if implicitly) the transmission
type of perspective. Furthermore, branding approaches, which place greater credence on the role of
the customer and other actors in image construction, also suggest that more inductive approaches
and new methods are appropriate.
Keywords: retailer image, store image, product image, company image, international retail
OUTSHOPPING AND RETAIL SALES LEAKAGE – REGIONAL IMPACT
OF AN ATTRACTIVE SHOPPING VENUE
Bygvrå Susanne *
The Danish retail trade experiences a large sales leakage caused by Danes’ cross-border shopping in
Germany. This paper investigates the geographical distribution of this leakage. The analyses are based on
face-to-face interviews with 8599 Danish border crossers between 1986 and 2003. Regression analyses
reveal that the level of the purchases as well as the distance decay have changed with changing terms.
Whether only the level or also the distance friction changed depends on the kind of change. Finally it was
shown that the retail sales leakage is smallest from big-town regions, even if the products in question are
low-order products.
Keywords: outshopping, cross-border shopping
ENHANCING INFORMATION SHARING IN E-COMMERCE: EMPIRICAL
RESULTS ON THE ROLE OF INITIAL TRUST AND INCENTIVES
Castaldo Sandro *
Premazzi Katia
Grosso Monica
Collecting personal information from customers is an unavoidable element for Internet merchants to
effectively deliver their goods and services to customers. However, the ease with which data can be
acquired and disseminated across the Web, have led to many potential customers’ growing privacy
concerns regarding disclosing their personal information.
The paper analyzes the interaction between two strategies that firms can use to alter potential
customers’ cost/benefit evaluation and increase information disclosure: the development of initial
trust and compensation. Hypotheses are tested by means of two experimental studies, whose
patterns are compared across two different consumer target groups.
Keywords: privacy concern, self-disclosure, initial trust, compensation, e-commerce
32
EAERCD Conference 2011 ONLINE OR OFFLINE?
A CROSS-CULTURAL STUDY OF SHOPPING ACTIVITIES OF
AMERICAN AND CHINESE CONSUMERS
Chen Siyan *
Huddleston Patricia
As consumers became familiar with online shopping, utilitarian and hedonic shopping values have
been applied to online shoppers. Utilitarian and hedonic shopping values are suggested to have
positive influence on online information search and online purchase intention. The objective of this
study is to test the relationships among shopping values, online information search and online
purchase intention in two countries- China and United States. This study included the influence of
online information search intention on offline purchase intention into consideration. The results
showed online information search intention was a mediator between utilitarian shopping value and
online purchase intention. Our results also explore the different influence of utilitarian shopping
value on online information search intention among Chinese and American consumers.
Keywords: online, offline, shopping motivation, China, America
CAPTURING VALUE BY IMPROVING CONSUMER EXPERIENCE:
THE CASE OF APPLE
Colla Enrico *
Besson Madeleine
Recent sociological and technological changes have profoundly modified the behaviour of
consumers and influenced corporate strategies. Amongst other things, the internet has made it
possible to develop interactive relations between firms and individuals, thus calling into question
the traditional organisation of distribution. After a review of the various theories about the evolution
of value chains and corporate business models, we will describe the evolution of Apple’s
approaches to the IT, music and telecommunications markets, and show how its initial core business
as a product developer was expanded to encompass the distribution of services and content. We will
analyse how the firm’s entry into, firstly, the music market and, secondly, the mobile services
market, modified established value chains, before examining the new business models introduced to
those markets.
Keywords: Apple, value chain, value creation, distribution, innovation
33
EAERCD Conference 2011 MODELLING STORE DEAL PRONENESS: AN ECONOMIC
PERSPECTIVE
Collins Alan *
Kavanagh Ella
George Richard
This paper models store dial proneness (SDP) defined as the propensity for shopper to visit multiple
grocery stores for the purpose of purchasing products on deal or special offers. It draws upon theory
of household organisation and shopping behaviour literature to explain this activity. The model is
tested on data obtained from 540 households. It finds that SDP is positively related to household
financial pressure, the shopper’s willingness to trade-off quality for lower prices, shopping
enjoinment, household composition and storage space. The opportunity cost of time spent in search
is found to be one of the key determinants of SDP. In turn, this is found to depend on the number of
stores proximate to the shopper, financial pressure and shopping enjoynment. The findings do not
support any relationship between value for money at one’s primary grocery location and SDP.
Finally, the model provides a rationale as to why shopper’s trade down to lower quality goods
during times of financial pressure and teases out the implications for shopping behaviour and the
kinds of products purchase.
Keywords: grocery, promotions, deal proneness, food
YOUNG PART-TIME EMPLOYEES: UNDERSTANDING THE IMPACT OF
WORK EXPERIENCES ON JOB OUTCOMES IN THE RETAIL AND
SERVICE SECTORS
Crutsinger Christy *
Knight Dee K.
Haejung Kim
This study investigates the impact of young part-time employees’ (ages 16-19) work experiences on
job outcomes including job satisfaction, job performance, and job intention. Work experiences are
crucial to job outcomes and are significantly heightened for this cohort just learning how to the
work in the context of the retail/service sectors. A self-administered questionnaire was used to
collect data from a sample of young employees (N = 898) at 26 public high schools in a major U.S.
metropolitan area. Participants were enrolled in an academic career preparation program requiring a
supervised work experience. Amos 4.1 was employed to construct structural equation modeling
using a two-stage analysis. The findings suggest that role clarity, supervisory support, and work
involvement are key determinants of job satisfaction, and job satisfaction is a critical factor in
retaining young employees.
Keywords: job outcomes, part-time, retail/service, work experiences, young employees
34
EAERCD Conference 2011 SHOPPING STYLES: ANALYSING AND CONTRASTING THE SPANISH
SCENARIO
De Juan Vigaray María D.
Sarabia-Sanchez Francisco-Jose
Chumpitaz Ruben
Espinosa Seguí Ana *
Consumer shopping styles, also known in consumer studies as consumer decision-making styles
(CDMS), have been paid a great deal of attention in related literature because of their importance
for relationship marketing and market segmentation based on behavior and psychographic criteria.
Consumer Styles Inventory (CSI) (Sproles and Kendall, 1986) is the instrument which is most
widely used to understand these styles. However, they have scarcely been studied in Spain. This
research analyses them and lends support to the CSI, although not all the styles in the inventory
could be identified, and those identified do not depend on the type of store.
Keywords: consumer behavior, shopping styles, store choiche, decision-making
THE EFFECT OF AN INTEGRATED VIRTUAL COMMUNITY ON THE
EVALUATION OF AN ONLINE STORE: FINDINGS FROM AN INTERNET
EXPERIMENT
Domma Peter
Zentes Joachim
Schramm-Klein Hanna
Morschett Dirk *
We examined the impact of three characteristics of a virtual community within an online store on
consumer evaluations of that store. In particular, we focused on the exertion of retailer influence,
the quality of the virtual community and the degree of sociability. An Internet experiment using a
professionally designed shopping Web site was conducted, confirming the influence of all three
characteristics.
Keywords: virtual communities, online-shop, experiment
35
EAERCD Conference 2011 CUSTOMER RELATIONSHIP MARKETING: THE CASE OF SME
RETAILERS
Donnell Lisa
Fleck Emma
Hutchinson Karise *
Reid Aisling
The purpose of this paper is to extend strategic thinking in the area of Relationship Marketing
implementation to reflect the contextual issues of SME retailing. The aim of the research is to
identify how a customer RM strategy can make a difference for SME retailers in achieving a true
understanding of customer needs and wants in the time of an economic recession. A single case
study approach is adopted and the findings highlight three main strategic issues namely, lack of
strategic focus on the customer, no customer data management strategy, and a conflict between
operational efficiency and customer intimacy. In order to close the ‘customer needs to offer gap’
(Favaro et al. 2009), the paper outlines a number of strategic recommendations applicable to the
retail SME sector.
Keywords: relationship marketing, retail sector, SME, single case study
RETAILERS' MANAGEMENT OF CSR IN THEIR SUPPLIER
RELATIONSHIPS – DOES PRACTICE FOLLOW BEST PRACTICES?
Elg Ulf *
Hultman Jens
The purpose of this study is to further explore the association between firm characteristics and the
extent to which retailers deploy CSR best practices to ensure social and environmental sustainability in international supplier relationships. Through an investigation of combined survey- and
case-study data, this research contributes to the literature on implementation and governance of
CSR practices in international supplier relationships by providing empirical evidence for best
practice and by providing a comparison of best practice and a sample of firms representing the
largest Swedish retail firms. The results of the study implies that a significant amount of the ac-tors
in the Swedish retail sector do not follow best practice as outlined and discussed in this study, i.e.,
to focus on creating, supporting and reporting social and environmental sustainability.
Keywords: CSR, retail industry, supplier relationships, best practice
36
EAERCD Conference 2011 CONSUMER CHOICE AND THE SPATIALLY DISADVANTAGED
SHOPPER: THE ROLE OF INTERNET PROVISIONS
Elms Jonathan *
Tinson Julie
De Kervenoael Ronan
Developments and changes in the geographies of corporate retail provision constantly impact
consumer welfare and the experiences of consumers in a differential and relative manner. Little,
however, is known about how consumers use multiple provisions (Internet and store)
interchangeably and how and to what extent Internet provisions impact on the choices of different
consumer groups. This paper seeks to explore how retail grocery provisions are perceived and
experienced by the spatially disadvantaged consumer and employs an ethnographic approach to
establish strategies used by ‘Danni’ to manage her grocery shopping requirements as well as her
disability. The findings, compiled using data from interviews, accompanied shopping trips, kitchen
visits and diaries illustrate that whilst the Internet as well as in-store offerings have the potential to
afford greater social inclusion a number of managerial implications including consumer trust, brand
promise and access need to be more fully addressed.
Keywords: consumer choice, spatial disadvantage, internet, grocery shopping, ethnography
EFFECTS OF INTRA-BRAND COMPETITION BETWEEN PRIVATE
LABELS AND MANUFACTURER BRANDS. EMPIRICAL RESULTS FROM
THE ITALIAN MARKET
Fornari Daniele
Grandi Sebastiano
Fornari Edoardo *
A proliferation of private labels in European food retailing has been evident for several years now.
The purpose of this paper is to analyze the impact of competition between manufacturer brands and
private labels on assortment and pricing practices by Italian grocery retailers. Previous studies
underlined both pro-competitive and anti-competitive effects of private label development. In this
study within an empirical analysis based on scanner data from Symphony IRI Group, all the Fast
Moving Consumer Goods product categories are investigated over a period of two years (from
September 2008 to September 2010). The empirical results indicate that there is evidence of
decreasing in manufacturer brands’ products, prices and turnover over time when private labels
proliferate.
Keywords: intra-brand competition, private labels, Modern Grocery Distribution (MGD),
assortment range, pricing strategies, FMCG market
37
EAERCD Conference 2011 THE ROLE OF AGE AND GENDER IN THE RETAIL SERVICE
ENCOUNTER
Foster Carley *
Resnick Sheilagh
Research typically explores the service encounter in relation to the soft and hard skills of front line
staff, yet has neglected the role the visible diversity of sales staff have on the interactions between
the service deliverer and receiver. This paper therefore attempts to address this gap in knowledge by
reporting on how the age and gender of customer facing staff can influence customer evaluations of
the retail service encounter in a health and beauty retailer. An analysis of qualitative interviews with
forty customers and twenty store staff propose that customers attempt to 'match' and 'mirror' the age
and gender of sales staff with their expectations of who should deliver good retail service during the
retail service encounter.
Keywords: retail service encounter, age, gender, skills
DYNAMIC CAPABILITIES IN RETAILING: A PERSPECTIVE FOR THE
STUDY OF INTERNATIONAL FASHION RETAILING
Frasquet Marta *
Mollá Alejandro
Dawson John
The dynamic capabilities approach is an evolution of the resource based view of the firm that
attempts to explain how enterprises obtain competitive advantage. Dynamic capabilities are those
processes or routines that allow a firm to assess and reconfigure its competences to achieve
congruence in a changing environment. This approach is particularly appropriate to explain success
in fashion retailing as this industry is characterised by globalisation, highly demanding and
fragmented markets and a variety of strategies. Based on an analysis and interpretation of the main
contributions from the field of strategic management, we suggest, first, a set of dynamic capabilities
that are needed for retailers’ success, and second, we identify those that are specific to international
retailers. We apply this proposal to the international retailing sector by providing examples of
fashion retailers that are deploying the dynamic capabilities identified.
Key words: dynamic capabilities, strategic management, competitive advantage, fashion retailing,
international retailing
38
EAERCD Conference 2011 THE FLYER-PRONE CONSUMER: SOME FINDINGS BASED ON
ECONOMIC AND SHOPPING-RELATED ASPECTS
Gázquez-Abad Juan C. *
Martínez-López Francisco J.
Cebollada-Calvo Javier
The purpose of this paper is to predict the differences between highly prone and less prone
consumers to store flyers in terms of their sensitivity to two types of variables: (i) economic
variables, and (ii) shopping-related variables. Data were collected from 225 individuals who buy all
or part of their packaged food and cleaning products for the home, and the data were tested through
separate one-way ANOVAs. The empirical findings showed that the flyer-prone consumer’s profile
somehow differs from the characteristics of consumers more prone to other types of promotion and
to deals in general. In particular, the need to obtain price reductions is not the main reason for
consumers consulting store flyers.
Keywords: sales promotions, store flyers, deal-proneness, store flyers-proneness
THE IMPACT OF STORE FLYERS ON WHETHER AND HOW MUCH TO
BUY: A RANDOM PARAMETERS APPROACH
Gázquez-Abad Juan C. *
Martínez-López Francisco J.
Huertas-García Rubén
Casas-Romeo Agustí
The objective of this study is to analyse how consumers are really influenced by store flyers in
terms of whether and how much to buy decisions. Using scanner choice datasets of the purchases
made by Spanish households in olive oil category over 53 weeks, the study finds that store flyers
influenced whether to buy decision; however, a decision on how much of a category to purchase
was not influenced by featuring brands in store flyers. The implications of these and other findings
for managers and future research directions are discussed.
Keywords: deal-proneness, sales promotions, price-reductions, store flyers, random effect models,
retail promotional budget
39
EAERCD Conference 2011 DO COD AND COM MATTER FOR RETAILERS?
Grappi Silvia
Martinelli Elisa *
This paper investigates the simultaneous effects of Country of Design (COD) and Country of
Manufacture (COM) on retailer buying behaviour.
A total of 126 Italian sunglasses’ retail buyers evaluated different experimental conditions
concerning COD and COM. Results show that the origin of a product exerts an effect on retailers
evaluations and behaviour. Specifically, the perception of market risk moderates the effect of
country of origin information on retailers’ attitude towards the product origin’s choice of the
producer, retailers’ intention to buy the product, and retailers’ word of mouth. This paper makes
therefore a noteworthy contribution to the country of origin literature investigating retail buyers, a
subject on which very poor is the theoretical knowledge so far and possibly important the
managerial implications involved.
Keywords: country of origin, bi-national products, Country of Design (COD), Country of
Manufacture (COM), retailer buying behavior
THE CONCEPT OF WELLNESS IN MARKETING, RETAILING, TOURISM
AND LEISURE - A REVIEW OF LEADING JOURNALS
Grénman Miia *
Räikkönen Juulia
Marjanen Heli
Wellness is seen as one of the key drivers of consumer behaviour as consumers pursue health, wellbeing, and a better quality of life. Although health and well-being are increasingly significant
motivators in consumer behaviour, wellness consumption is an under theorized and researched
domain in academic research. The purpose of this study is to examine wellness-related research
within the fields of marketing, retailing, tourism, and leisure. In short, this article aims to identify
research themes related to wellness, published in leading journals of each discipline. In contrast to
the commercial nature of the wellness studies conducted by consulting companies, this article
focuses on wellness as a scientific phenomenon. Based on literature review and analyses of 108
articles, 14 research themes were identified. The results provide an overview of past scientific
research, explore research gaps, and suggest directions for future research.
Keywords: wellness; health; well-being; consumer behaviour, research
40
EAERCD Conference 2011 GUANXI NETWORK AND DISTRIBUTION IN THE CHINESE MARKET:
THE CASE OF FERRERO
Guercini Simone *
Ranfagni Silvia
The Chinese market attracts foreign investors. The difficulty to access this market is linked to the
ability to develop a system of relationships, the guanxi network, with government and officials at
the national, regional and local levels. This study aims to examine wether and how the guanxi
influences distribution strategies of foreign companies entering the Chinese market. The authors
analyze the case of Ferrero, an Italian multinational company involved in food distribution that is
developing in China a penetration strategy combining economic and social interests.
Keywords: China, guanxi, network, distribution channel, Ferrero
EXPLORING RETAIL BRAND IMAGE ASSOCIATIONS
Hart Cathy *
Smith Gareth
French Alan
Consumers perceive up to five different levels of image for different retail environments and the
literature demonstrates image transference between the brand and retail environment. However,
while linkages between image levels are hypothesized, the majority of image research focuses on
‘within-level issues’. This article suggests that other brand images may provide important cues in
the formation of retail image and that consumers potentially link different levels of retail brand
image through their associative network memory. Brand Concept Mapping is introduced as an
approach for exploring the relationships and associations between retail image levels and the
aggregated brand maps for different groups of consumers will be presented and discussed.
Keywords: retail image, brand associations, store image
41
EAERCD Conference 2011 MANAGING THE EDUCATED DOCILITY IN THE FRENCH
HYPERMARKETS. HOW DOES THE UNSKILLED RETAIL JOBS SEDUCE
THE NEW POPULAR YOUTH (AND WHY THIS RELATIONSHIP
DOESN’T LAST LONG)?
Hocquelet Mathieu *
This communication focuses on a group of young French workers who interrupted their studies
between the end of the secondary school and the commencement of the university courses, in order
to occupy an unskilled job (UJ) in retail. This cohort and these jobs have undergone an increase
since the mid 1990s, driven by the development of services and education policies. Facing their
overrepresentation in unskilled service jobs, this communication study the relationship between the
management of a new workforce through the main retail firms, and the hopes, values and
representation of this category of young people whose insertion goes through an UJ, illustrating the
growing consideration by the retail industry for the specific resources of this mutating popular
workforce.
Keywords: management, skill, retail, workforce, education
CONDENSING A CONSUMER’S CONSIDERATION SET TO ENHANCE
THE PREDICTIVE VALIDITY OF ATTITUDINAL MEASURES IN
BRANDING RESEARCH
Hofmeyr Jannie
Terblanche Nic S. *
Boshoff Christo
The predictive validity of attitudinal-type measures often used in consumer surveys to predict actual
consumption behaviour (behavioural loyalty) has been severely criticised. Two potential
explanations have been offered. One is that respondents are not given the opportunity to provide
information about brands that, in the real world, form part of their consideration set. This limitation
is a source of measurement error. A second possibility is that consumers are questioned about too
many competing brands that may lead to respondent fatigue. Respondent fatigue will also lead to
invalid results. The question this study addresses is whether the optimal number of brands in a
consumer’s consideration set can be identified. By analysing over five million observations
covering more than 9 000 brands in 50 countries it was found that across all countries and across all
categories (including services) on average each respondent had a repertoire size of 2.2 brands and
would consider an additional 2.0 brands when considering a purchase. Thus, we conclude that by
asking respondents about only four competing brands in their consideration set market researchers
can minimise measurement error and optimise the predictive validity of their measures.
Keywords: consideration set, predictive validity, brands
42
EAERCD Conference 2011 IDENTIFYING SCENARIOS FOR RETAIL DEVELOPMENT IN INDIA
Kar Malobi *
Cuthbertson Richard
The immense scope for retail growth and development in a fast growing economy like India is
undisputed. The challenge for retail development arises from the Indian market being multifaceted
and multi-cultured, where tradition and modernity exist in parallel, poverty and affluence exist
alongside one another, and socio-demographics continue to experience a rapid shift.
This paper discusses the results of research that takes a scenarios approach in seeking to identify the
evolution of retail formats in this dynamic Indian retail landscape. The scenarios approach is a
prudent choice as it enables the researchers to conceptualize the evolution of different retail
formats, thereby capturing the potential for a myriad of business models and formats to evolve. In
accordance with the tenets of the scenarios approach, an analysis of important events and factors is
undertaken following the secondary and primary research. This enables the identification of the
critical and uncertain factors that could impact Indian retail development. Infrastructure and
consumer price sensitivity are identified as the two prime forces to be reckoned with in Indian
retailing and the appropriate retail formats under different permutations and combinations of these
critical uncertainties are then proposed. Key indicators for the advent of each scenario are also
indentified as this enables practitioners and policy makers to help foresee the advent of each
scenario and strategies accordingly. The academic contribution of this paper lies in gauging the
impact of rapidly changing, and sometimes conflicting, consumer spending habits, as well as the
sporadic development of infrastructure within India. There are lessons here for any rapidly
developing economy.
Keywords: scenarios, retail formats, infrastructure
THE EFFECT OF AGE ON SHOPPING ORIENTATION - CHOICE
ORIENTATION TYPES OF THE AGEING SHOPPERS
Kohijoki Anna-Maija *
Marjanen Heli
Traditionally, ageing consumers have been considered and treated as a rather homogeneous group.
The appropriateness of this way of conduct is increasingly challenged when the baby-boom
generation is reaching the retirement age. In the near future, 55+ consumers will be the dominant
consumer segment in Western societies. Therefore, retailers should be more aware of the
heterogeneous needs and wants of the “new old”. In the current study, six segments of ageing (55–
75 year old) consumers were formed based on choice orientation. The findings were compared to
those obtained using the sample of younger consumers. The results indicate that the ageing market
is formed of different consumer types which are rather similar to those found among younger age
cohorts.
Keywords: ageing consumers, baby-boomers, choice orientation, consumer segments, non-food
retailing
43
EAERCD Conference 2011 THE EVOLUTION OF CRITICAL SUCCESS FACTORS IN GERMAN
RETAILING – A RETROSPECTIVE ANALYSIS
Kolb Stefan *
Rittinger Sebastian
Zentes Joachim
Our study aims to contribute to the understanding of the development of critical success factors in
retailing. Therefore the paper distinguishes between two time periods, 1945-1989 ("Past") and
1990-2010 ("Today"). In a qualitative pre-study in Germany, the five most important critical
success factors in both time periods (Location, Staff, Organization, Assortment, and Advertisement)
were identified. Using PLS regression in conjunction with data from a quantitative follow-up
survey, we assess the importance of the five critical success factors for both time periods and
compare them using t-test. We demonstrate that the relative importance of the critical success
factors is subject to change and that today's retailing landscape is characterized by a greater variety
of critical success factors.
Keywords: critical success factors, competitive retail environment, retailing history, strategic
retailing, retrospective analysis
PSYCHOSOCIAL DIMENSIONS OF SUPPLIER-BUYER RELATIONSHIPS
IN INDIA
Li Jie
Pysarchik Thorndike Dawn *
Srivastava Dabas Chitra
Yu Jong Pii
The purpose of this study is to investigate the psychosocial (non-economic) dimensions of Indian
supplier-buyer relationships. A conceptual model was tested to determine the relationships among
the following dimensions: long-term orientation, perceived relational investment, noneconomic
dependence, non-economic satisfaction, trust and commitment. A sample of 30l buyers was divided
into two groups based on the length of their business relationship with their primary suppliers.
Through two-group analysis, structural equation modeling (SEM) results indicate that:
I) buyers' long-term orientation is an antecedent to non-economic dependence, relational
investment, and commitment to suppliers. In longer term relationships, long-term orientation
influences non-economic satisfaction and trust indirectly through non-economic dependence. 2)
Non-economic (dependence and satisfaction) factors play an important role to engender trust and
commitment when a channel relationship is relatively new; however, these factors are not as
important in developing trust and commitment as the relationship endures. This study contributes to
the existing literature by incorporating multi-dimensional constructs and providing new insights
into the psychosocial components of Indian supplier-buyer relationships.
Keywords: India, supplier-buyer relationship, long-term orientation, non-economic component
44
EAERCD Conference 2011 CONFIRMATORY FACTOR ANALYSIS OF MARKOR DATA FROM
RUSSIAN COMPANIES: A MULTITRAIT-MULTIMETHOD ASSESSMENT
Li Jie *
Calantone Roger
Huddleston Patricia
Good Linda K.
Previous research on market orientation (MO) typically has used perceptual measures of this
construct. The adoption of perceptual or self-report measures can be problematic and research
findings can be misleading, when informant bias accounts for a large portion of variance. However,
very little attention has been given to developing a valid MO measure taking into account the
informant factors. This study is devoted to address this challenge and assess the psychometric
properties of MO construct. A multiple-informant method was used as an alternative to singleinformant method to improve the quality of response data and thereby the validity of research
findings. Next, we conducted a CFA-MTMM analysis of market orientation measures (MARKOR)
to delineate organizational constructs from potential Sources of measurement error in multiple
informant reports. Measures which demonstrate significant perceptual agreement across informants
are retained as organization-level indicators. Data from 197 Russian retail firms with three
informants per firm was analyzed. Alternative models for CFA-MTMM data were evaluated based
on model fit indices, parameter estimates and magnitude of error variance. We chose CTCM model
for further analysis.
Keywords: CFA-MTMM analysis, construct validity, discriminant validity, method effects
RETAILING MODERNIZATION AND PURCHASING BEHAVIOUR:
A CROSS-SECTOR ANALYSIS
Luceri Beatrice *
Latusi Sabrina
The task taken on in this study sought to determine whether and to what extent a standardization of
purchasing patterns in sectors that converge on the retailing side are being seen. In order to
determine the degree of homogeneity of purchasing behaviour, a cross-sectional approach was
adopted, tracking the same consumer in different markets (food and consumer electronics). To
achieve the cognitive goals, a quantitative survey was carried out on a sample of consumers in a
local context whit homogeneous characteristics of demand and retailing structure. The results allow
us to outline some useful managerial implications in addressing the growing intra-type, inter-type
and cross-sector competition.
Keywords: consumer behaviour, grocery, consumer electronics, retailing
45
EAERCD Conference 2011 COGNITIVE BIASES IN PRIVATE BRANDING (A FMRI EXPERIMENT OF
OVER-THE-COUNTER DRUGS)
Lugli Gianpiero *
Di Dio Cinzia
Vergura Donata Tania
Luceri Beatrice
This research analyzes the neural implications of the purchase for the private label and the industrial
brand, by means of an experiment using functional magnetic resonance imaging (fMRI). We found
that the preferred brand stimulates emotional affiliation; that the information on price increases the
level of concentration; that the higher the price differential between the private label and the
industrial brand, the greater the emotional involvement; and that the price advantage is the key
element for the group affiliated to the private label. The results suggest that the price positioning of
the two types of brand represent a strategic choice that assumes a value which is not strictly
confined to the margins of the category. It also impacts on the type of link established with the
private label and, therefore, with the retailer. Implications for future neuromarketing research and
retail and industrial managers are discussed.
Keywords: consumer behaviour, over the counter drugs, private label, neuromarketing
STORE BRANDS SPECIALIZATION. THE AGE OF DISTINCT
POSITIONING FOR FOOD STORE BRANDS IN SPAIN
Marañón Rafael *
Puelles G. Maria
Store Brands have experienced, over the last three decades, a relentless growth that has jeopardized
the traditional Manufacturer Brands performance, while achieving market shares that take them to
the leadership in a wide range of food categories. As the Store Brands experience grew, their
managers also learned to tackle all the marketing mix areas instead of using just price as they
typically would some thirty years ago, at the start of the Store Brands creation. For instance, the
upgrade of the Store Brands quality perception that previous research has put forward, or the fight
to position the Store Brands name around targeted specific attributes such as quality or reliability
are initiatives in this direction. For the Store Brands in Spain, this new strategic focus should
already be changing some of the Spanish food Store Brands positioning, towards a more distinct
and clear place in the consumer’s mind
Keywords: store brands, private labels, food, positioning, risk, consumer behaviour, perceived
quality, brand loyalty, consumer satisfaction
46
EAERCD Conference 2011 PHILOSOPHY-BASED SHOPPING EXPERIENCE
Martinez-Ribes Lluis *
Salazar Paulina
Using a polymathic approach, the presentation will show a method to devise an innovative retail
business model using the detection of philosophy‐based insights, and then creating a shopping
experience based on them. Through an eye-catching and practical presentation, the audience will
learn a method for retail innovation.
PRIMARY STORE DISLOYALTY: A LEGACY OF THE RECESSION?
McGoldrick Peter J. *
Hampson Daniel P.
Relationship marketing and loyalty programs have been major strategic tools of retailers through
recent decades. The recession however impacted severely on loyalty and this study focuses
specifically on increased levels of primary store disloyalty. Additional explanations for disloyalty
are evaluated, notably critical service incidents and intrinsic motivations towards promiscuous
patronage, assessing their relative influence on disloyalty. Qualitative investigations with managers
and consumers were followed by a survey of 611 British shoppers, revealing significant influences
of recession effects, service failures and intrinsic motivations. It is evident that researchers need to
give closer scrutiny to the impact of recessions and to disloyalty, not treat it merely as an antonym
of loyalty. The paper concludes with implications for researchers, retailers and other marketers.
Keywords: primary store disloyalty, store loyalty, recession effects, disloyalty motives, critical
incidents
47
EAERCD Conference 2011 COMPETITIVE ADVANTAGE FOR INDEPENDENT RETAILERS:
PRODUCT KNOWLEDGE AS A CRITICAL RESOURCE
McGuinness Donna *
Hutchinson Karise
Boyle Emily
Primary Objective: The purpose of this paper is to explore the influence of product knowledge on
the overall success of Specialist Independent Grocery Retailers (SIGRs). More specifically, this
paper seeks to gain insight into the knowledge held by SIGRs about their products and how they
exploit and utilize their product knowledge.
Research Design: A qualitative approach was deemed most appropriate to gain insight into an
unexplored area of study. Thirty in-depth interviews were conducted over a six-month period.
Retailers were chosen through purposeful sampling and the owner/manager’s were interviewed as
they were seen as key informants for the study. Interviews were then transcribed and analysed using
NVivo.
Main Outcomes: Five core intangible assets were identified to explain the success of SIGR product
strategy. Namely, these were product knowledge of how to provide a unique product; knowledge of
unique recipes; knowledge of sourcing products from quality suppliers; knowledge of how to store
and prepare products; and knowledge of how to merchandise products. These assets were seen to be
critical to the overall success of the firm and helped lead the firm in gaining competitive advantage.
Practical Implications: It is argued that if these firms can achieve sustained competitive advantage
from building and exploiting these assets, so too can other firms in the sector.
Originality/Value: This paper provides important evidence and theoretical understanding into a
neglected area of study, namely the retailing and strategy literature.
Keywords: independent grocery retailing, resource based view, product knowledge
DEVELOPERS, ANCHORS, TENANTS - SHOPPING MALL
DEVELOPMENT IN JAPAN
Meyer-Ohle Hendrik *
Japan’s retailing has seen two major developments since the 1990s. One is the emergence of large
independent specialist retail chains and the other is shopping centers becoming the main place for
retailer’s activities. This paper brings the two trends together by asking about tenants in shopping
centers. Based on an overview of the state of shopping mall developers and a set of propositions it
presents first results from a database of shopping malls and their tenants that is currently being
constructed. Findings show that the fact that the major retailers also act as the major shopping
center developers influences the composition of shopping malls. From these findings the paper
develops possible avenues for further empirical research and theorization.
Keywords: shopping centres, speciality stores, Japan
48
EAERCD Conference 2011 A LONGITUDINAL STUDY OF THE IMPACT OF INTER-FIRM
RELATIONSHIPS IN RETAIL SOLUTION
Minami Chieko *
Nishioka Kenichi
“Retail solution” refers to the system integration developed for the efficiency of store operations
and transactions in retail environments. ICT (information and communication technology) is the
key to the improvement of retail operation management in terms of efficiency and productivity,
where IS (Information services) are empowering the system with ICT. Integrating services as
solution can be developed from both provider's technological sales side and customer's needs side.
Retail companies tend to utilize ICT to evolve their business system as the business expands. The IS
providers are expected to involve their clients companies not just as a vendor but as a strategic
partner, when the clients face the transition of their business. Solution process is expected to be
interactive between service providers and client companies. However, IS providers tend to have
risks in two ways because they have to develop their technological resources to solve their clients'
operational problems. Solving managerial problem requires value creation for clients. One risk is
the situation which the c1ients problem left unsolved. The other is vendor's investment recovery
issue due to over-dependence.
This article aims to clarify how both IS providers and clients are dealing with these two risks. The
longitudinal case study method was employed with the case of 7-11 (Seven Eleven) Japan and NRI
(Nomura Research Institute). Authors found that the IS provider is encouraged to invest and
develop their technological resources, given a chance to apply their technology to business
problems. However, initial investments could be recovered when the technological resources are
also developed for other companies within the industry.
Keywords: retail solution, inter-firm relationship, system integration, Japan
RETAIL BRAND COMMUNICATION: EVIDENCE FROM UK SMALL TO
MEDIUM ENTERPRISES
Mitchell Richard *
Hutchinson Karise
Quinn Barry
Retail branding is conceptualised as being centered upon a set of store based components which
communicate organisational distinctiveness to consumers. This paper explores retail branding
within the disparate SME context, utilising a case study research design. The findings suggest that
owner manager behavior is focused on the communication of brand meaning through store design,
product brand assortment and service components. These findings both confirm and supplement
current theoretical conceptualisations of the retail brand. In addition, the findings of this paper
introduce a number of future research directions into SME brands around the areas of customer
experience, branding networks and the SME characteristics, all of which are found to be influential
upon the SME retail brand management function.
Keywords: retail branding; brand management; SMEs
49
EAERCD Conference 2011 AN EMPIRICAL ANALYSIS OF DETERMINANTS AND CONSEQUENCES
OF E-COMMERCE ADOPTION BY RETAILERS
Mollá-Descals Alejandro
Frasquet-Deltoro Marta
Ruiz-Molina María-Eugenia *
The Internet provides retailers a new communication and sales channel to access customers. While
many retailers have decided to create virtual stores, other retail chains are still not fully exploiting
the opportunities offered by the world-wide web. This paper analyzes the factors influencing the
decision to adopt e-commerce and its impact on business performance. Our results for the main
retailers in the United Kingdom, France and Spain show that e-commerce adoption is affected by
firm size, assortment and country of origin of the retail chain. There are significant differences in
terms of profit and profitability between retailers that have adopted e-commerce and those who
have not, although these differences are also affected by product line, country and firm size.
Keywords: e-commerce, retailing, determinants, return, profit
THE MANAGEMENT OF THE OUTBOUND SUPPLY CHAIN FOR THE
INTERNATIONALIZATION: THE CASE OF A FASHION-LUXURY
ITALIAN COMPANY
Moretto Antonella *
The fashion industry has emerged as critical from a practitioner and researcher point of view,
because of its complexity, dynamism and economic importance. In order to remain competitive, the
internationalization in emerging countries has become essential for fashion companies and the
outbound supply chain is a key asset to face this challenge. This paper presents the result of an
exploratory study based on a single, in depth case study of a fashion-luxury Italian firm producing
lingerie. The findings provide insights about how the outbound supply chain should be managed, in
collaboration with the internal supply chain and the product development process, to compete in
international markets.
Keywords: internationalization, supply chain management, outbound supply chain, fashion-luxury
industry, case study
50
EAERCD Conference 2011 DISINTERMEDIATION IN DISTRIBUTION CHANNELS
– A TRANSACTION COST-BASED ANALYSIS OF WHOLESALERS
Morschett Dirk *
Zentes Joachim
Schramm-Klein Hanna
In the last decades, the issue of disintermediation, i.e. the elimination of certain actors from the
distribution channel, has been an often heard assumption with regard to wholesalers, but reality did
not confirm this assumption. In this article, we mainly refer to transaction cost theory to argue under
which conditions disintermediation is likely to occur.
Based on data of an empirical study with 432 German wholesalers, we show that increased
concentration of suppliers and customers indeed enhances the propensity to disintermediate.
Furthermore, if wholesalers focus their activities strongly on marketing, they are more likely to be
eliminated from the channel. On the opposite side, focusing on logistic activities and offering an
adequate assortment reduces the likelihood of disintermediation.
Keywords: wholesalers, intermediaries, disintermediation, transaction cost analysis
DETERMINANTS OF INDIVIDUAL CHARITABLE GIVING DURING A
RECESSION
Mukumbi Kudzai *
Huddleston Patricia T.
The objective of this paper is to analyze the determinants of charitable giving to a food bank in the
midst of an economic recession using the resource based view and social justice motivation
theories. The effect of charity's reputation, perceived donor sympathy and familiarity with the
charity's activities on the recency of donation and donation amount were investigated. Data were
collected using an online survey of donors and were analyzed using multiple regression analysis.
The results indicate a positive relationship between donation amount and perceived donor sympathy
and familiarity. In addition, familiarity is a mediator of the relationship between reputation and the
amount of money donated. Giving during a recession is not influenced by perceived donor
sympathy, familiarity with the charity's activities or charity reputation. These results were robust
after controlling for demographic characteristics of donors that could influence individual charitable
giving.
Keywords: individual charitable giving, food banks, recession
51
EAERCD Conference 2011 RETAIL 2.0, OR NOT?
Negri Francesca *
In web2.0 is typical a continuous flow of information to and from customers, using blogs,
Facebook, MySpace, Twitter, and other social networking tools. Catching the social media
networking wave is neither as easy nor as straightforward as is might seem at first blush. Social
media networking is a low-cost, high-energy type of strategy. Companies have to follow the rules of
the tools and interact appropriately, positively and frequently. Most companies have long been
managing social networks: are there retailers among them? Not yet.
Using a descriptive approach and looking for a general overview on the trend the paper identifies
the role of social media networks in retailer’s marketing strategies.
Keywords: social media, networking, FMCG, Facebook, Twitter, retail 2.0, Italy
VIEWS FROM THE BRIDGE: PERSPECTIVES ON CORPORATE BRAND
BUILDING IN RETAIL SMES
O’ Callaghan Edmund *
The purpose of the study is to better understand the process of brand building within retail SMEs, a
relatively unexplored area of both SME and retail literatures. A social constructionist perspective
was adopted using a multiple case methodology. Findings highlight several critical factors for
successful corporate brand building in a retail SME context; the primacy of the store experience in
brand communications, the role of the CEO/owner manager, strategic clarity of brand vision,
enduring brand values to underwrite the store brand, effective recruitment, induction and retention
policies and a balanced internal/external brand communications strategy. While this study offers a
single perspective ‘from the bridge’ on the brand building process in retail SMEs, future research
should offer multiple internal perspectives, both ‘from the bridge’ and ‘from the engine room’, as
well as an external view on corporate brand building requirements. In the light of increasing market
concentration in the retail sector, findings have practical implications for building competitive retail
store brands.
Keywords: corporate branding, retailing, sme’s, case study
52
EAERCD Conference 2011 TRUST AND RISK PERCEPTION IN DIFFERENT CULTURAL SETTINGS
OF E-TAILING SERVICES
Park JungKun *
Gunn Frances
Sang-Lin Han
While trust between e-retailers and shoppers has been paid much attention as one of the most
important factor to influence consumers’ purchase, the Internet also raises another important needs
for cultural studies with its potential of globalization. This empirical study tried to research how
cultural factors can influence a trust forming procedure and dimensions with perception on risk
especially focusing on differences between the USA (n=252) vs. Korean (n=256) online customers.
Keywords: e-retailing, culture, online trust, online shopping, perceived risk, website quality,
reputation
RETAIL RECOVERY FROM NATURAL DISASTERS: NEW ORLEANS
VERSUS EIGHT OTHER US DISASTER SITES
Pearson Michael M. *
Hickman Thomas M.
Lawrence Katherine E.
After a major natural disaster, which retail firms lead the recovery? Who are the leaders and who
are the laggards? In doing research to aid in the New Orleans’ recovery from Hurricane Katrina, the
authors of this paper wanted to see if the recovery pattern from Katrina paralleled that of other
United States’ cities recovering from disaster. The telephone book, Yellow Pages, was used for
initial research on New Orleans and its surrounding area. The United States Economic Census of
Retail Trade was used to gather data on eight other US cities that experienced natural disasters.
Some of the retailers showing the most rapid recovery growth were not surprising – building
material retailers, automobile dealers and general merchandise stores. Other rapid recovery retail
categories (health and personal care retailers; sports, hobby and book retailers; and gasoline
retailers) might deserve more research attention as to reasons why.
Keywords: retail recovery, natural disasters, New Orleans, Hurricane Katrina, number of stores
53
EAERCD Conference 2011 CHANNEL METRICS. EFFICIENCY TESTS IN THE ITALIAN FOOD AND
RETAIL INDUSTRY
Pellegrini Davide *
This paper makes an up to date measure of efficiency in the Italian agri-food chain. We gathered
and elaborated balance sheets from the “Annual Mediobanca Report” 2001 -2009 in six sectors:
large scale distribution, beverages, dairy products, confectionary, general grocery and other foods.
For manufacturing sectors, the figures were aggregated with a weighted average of the turnover of
the individual sector. Balance sheets and breakdowns from twenty leading companies were
examined in detail. In depth interviews with top managers were carried out to gather qualitative
information.
The results can be analysed from both a managerial and an economic point of view. Our
elaborations show that from 2001 to 2009, value in the Italian market was evenly distributed along
the agri-food chain and there was no evidence of excessive profits. But there were clear signs of
sub-optimal competition. Close examination of balance sheets and comparison with international
benchmarks reveals that there is ample room to increase productivity and efficiency. Costs along
the interface between manufacturers and distribution indicate the existence of a conservative
negotiation model, which tends to stabilize performance levels and indirectly consolidate market
structure over time. The first signs of change were seen only in 2009.
Keywords: efficiency, productivity, negotiation
THE IMPACT OF THE INTERNATIONALISATION OF APPAREL
SOURCING ON FASHION RETAIL SUPPLY CHAIN RELATIONSHIPS:
THE CASE OF SRI LANKA
Perry Patsy
Fernie John *
Towers Neil
The purpose of this paper is to discuss the main changes that have occurred in the international
fashion supply chain over the last 30 years and how this has impacted upon supplier-retailer
relationships. The rise of fast fashion and the need for retailers to be able to respond quickly to
market demand has led to increased offshore sourcing and supply chain partnerships with overseas
suppliers. This paper focuses specifically upon the Sri Lankan garment industry because of its
reputation for producing high quality garments in factories with strong CSR credentials. The
research shows that despite an absence of formal written contracts, suppliers and their US and EU
buyers have developed long term relationships of 10 to 20 years built upon trust, collaboration and
the sharing of information. The CSR ethos within the country’s garment industry is also facilitated
by strong supply chain partnerships.
Keywords: fashion, sourcing, relationships, supply chain management, Sri Lanka
54
EAERCD Conference 2011 COULD PRIVATE LABELS DRIVE THE ORGANIC MARKET? THE
SPANISH CASE
Puelles Maria *
Labajo Victoria
Valor C.
Organic PLs are considered a main driver of the organic market growth. This paper analyses why
organic PLs may help overcome the barriers found to an increased consumption and how it may
contribute to build a quality positioning for retailers. It then tests the potential success of organic
PLs in Spain and explores marketing stimuli that could help develop this market. Based on the
results of the survey conducted, recommendations are offered to retailers, for different objectives
and types of retailers. Additionally, it describes the segments to target, based on a four-group
clustering of attitudes and behavior towards both PLs and organic PLs.
Keywords: organic products, consumer behaviour, private labels, marketing tools
RELATIONSHIPS IN THE RETAIL SUPPLY CHAIN: THE ROLE OF
FACILITATING FACTORS
Reid Aisling *
Hutchinson Karise
Armstrong Gillian
Humphreys Paul
With increasing pressures to look beyond the traditional supply chain, retailers can no longer rely
on the product to convey competitive advantage. In adopting a case study approach, the findings of
this paper report that relationships must be managed as a priority in the retail supply chain to
achieve optimum value across the network. It was found that information technology is paramount
in facilitating smooth business transactions, management of customer demand, control of product
specification, and efficiency at each point of the supply chain. The holistic end to end viewpoint of
the retail supply chain presented in this paper adds a new and important dimension to theoretical
perspectives in the literature.
Keywords: retail supply, chain relationship facilitation, value creation
55
EAERCD Conference 2011 A ‘BURNING PLATFORM’? UNDERSTANDING THE EFFECTS OF
ECONOMIC RECESSION ON RETAIL PRODUCTIVITY
Reynolds Jonathan *
Piotrowicz Wojciech
Payton Paula
Cliquet Gérard
What does increasing efficiency mean in retailing? Simple cost cutting, or investing in new
technologies to streamline business processes? Pursuing pure efficiency goals in the absence of a
proper understanding of how retailing works, and what customers expect, can be dangerous. In
practice, managing the productivity of a retail business is a complex equation between efficiency,
effectiveness and competitiveness. A retail firm’s human capital lies at the heart of this equation. It
is the firm’s biggest asset in securing and retaining customers. And the quality, skills and
capabilities of retail employees count in delivering consistently profitable businesses. But the retail
sector worldwide has been under significant pressure over the past few years to become more
productive, as a result of an unparalleled economic downturn. This paper provides new insight into
the nature of recent change in retail productivity in the UK by comparison with a number of other
international markets, provides possible explanations for it, and draws out the consequences for
people and skills. It does this by interviewing senior practitioners and analysing statistical data from
the UK, US and France. Whilst the effects of the global economic crisis have, to date at least, not
been as damaging to UK retailing as had at first been feared, for many retailers worldwide, the
recession provided a ‘burning platform’ for implementing wide-ranging, and often perceived as
overdue, costcutting. Nevertheless, the best firms have put these short term strategies to improve
efficiency alongside the need to retain customer focus and relationships in the long run. We argue
that the goal of all retail businesses should be ‘effective efficiency’. Best in class businesses are all
moving towards greater sophistication in their use of people, insofar as the environment in which
they trade will allow.
Keywords: retail productivity, recession, human capital, skills
CONTENT ANALYSIS AND ASSESSMENT OF DEONTOLOGICAL CODES
OF FRANCHISING ASSOCIATIONS
Rondán-Cataluña F. Javier *
Navarro García Antonio
Gámez González Juan
Rodríguez Rad Carlos
The objective of this work is to run the content analysis and assessment of deontological codes of
national and international franchising associations. To do this, we compared the content of 46
deontological codes of franchising associations from five continents to the standards established in
the so-called C-40 or model of franchising deontological codes. Results show that, in general,
ethical content included in deontological codes of franchising associations are not very large,
requiring progress in improving its structure and content. In any case, according to the contents of
their deontological codes, there are two groups of franchising associations worldwide. On the one
hand, those taking the archetype of the European Franchise Federation code (30 associations),
56
EAERCD Conference 2011 which show a greater number of ethical issues and have a better structured code than the other
group that do not follow the European Code (16 associations).
Keywords: franchising, deontological codes, franchising associations
CONSUMERS' SELF-SCANNING ADOPTION: THE ROLE OF PERSONAL
AND SITUATIONAL FACTORS
Rudolph Thomas
Hödl Jasmin *
Sohl Timo
In this study, we examine how customers' satisfaction with self-scanning is affected by certain
personal characteristics and situational influences. More precisely, this study shows that consumers
who have a personal need for socializing during their shopping trips, perceive selfscanning as less
useful and less easy to use which, in turn, leads to lower satisfaction with the self-scanning
technology. In contrast, consumers who are frequently shopping under time pressure perceive selfscanning as more useful and hence are more satisfied with selfscanning. Surprisingly, we find that
consumers' innovativeness has no influence on both the perceived usefulness and perceived ease of
use of self-scanning. Finally, our findings indicate that retailers should take into account their target
customers' personal needs and their predominant situational shopping circumstances when they
decide about whether or not to invest in the implementation of a self-scanning-system.
Keywords: self-service technology, self-scanning, consumer behavior, retailing
NETWORK RELATIONSHIPS AND LEARNING IN RETAIL
INTERNATIONALIZATION
Runfola Andrea *
Elg Ulf
This paper deals with the role of relationships in retail internationalization. Theoretically, the paper
starts from a review of international marketing literature, pointing out the relevance of the network
perspective and the role of relationships for business learning. Empirically the paper deals with two
cases, IKEA and OVS Industry, which are built considering the major focus of the firm’s
international expansion and the main perceptions on the role of relationships in developing
internationally. The paper ends with the presentation of a conceptual framework emerging from the
comparative analysis of the two retail firms investigated.
Keywords: internationalization, retailing, relationships, learning, emerging markets
57
EAERCD Conference 2011 FLAGSHIP STORES AND FASHION BRAND
Sabbadin Edoardo *
Very little marketing literature has examined the relationship between single brand sale points,
flagship stores, franchising networks and brand building. But in the fashion, design and luxury
sector today, vertical branding is one of the most widespread strategies for building brand image
and value and brand equity. Branded goods manufacturers are investing marketing resources in
increasing integration downstream, while investment in traditional advertising is declining. Design
stores are becoming a basic instrument of marketing that is pivotal to fashion retail, helping to
create brand equity and customer loyalty.
This paper focuses on the fashion sector and aims to analyze the role of single brand distribution in
building brand equity and the relationship between brand and retail. Our aims are to:
•
Define and classify flagship stores
•
Establish whether flagship stores constitute a marketing innovation;
•
Identify examples of excellence;
•
Discuss factors pushing fashion firms to integrate downstream;
•
Assess implications of vertical branding for management.
Keywords: flagship stores, vertical branding, fashion design, luxury brand
THE STRATEGIC ROLE OF THE STORE BRAND IN THE COMPETITIVE
POSITIONING OF RETAILERS: RETAILERS’ EVOLVING TENDENCIES
AND MARKETING COMPETENCIES
Sansone Marcello *
This contribution specifically proposes an analysis of the store brand and considers its role in the
competitive development of GDO food and no-food retailers. It analyses networks of retailers
which are homogenous in their size and heterogeneous in their capacity of marketing. Particularly,
this contribution proposes an analysis of the store brand and considers critical aspects of national
and international exchange as well as the strong innovating tensions which characterise the
declination on the market of distributive formats and concepts in the competitive field. Like similar
studies on this issue, the research is aiming for an analysis of retailers’ main competencies and a
subsequent definition of strategies of competitive differentiation among retailers and new models of
relation with the industrial system.
Keywords: store brand, private label, relations between industry and retailer
58
EAERCD Conference 2011 CROSS-CHANNEL INTEGRATION – IS IT VALUED BY CUSTOMERS?
Schramm-Klein Hanna *
Wagner Gerhard
Steinmann Sascha
Morschett Dirk
It has been common for retail companies to use multiple channels simultaneously. However,
simultaneous use is only the first step in creating a customer-centric multichannel system that
demands channel synergies rather than parallel retail formats. Therefore, the perceived integration
of customer-related functions and processes between the channels of multichannel systems is
analyzed with respect to its significance for customer loyalty and usage of a multi-channel system.
Drawing on a sample (N) of 981 customers, the results indicate that linkages between retail
channels positively affect customer loyalty and verify the importance of establishing a wellintegrated – “seamless” as perceived by the customer – multichannel system.
Keywords: consumer behavior, multichannel retailing, channels of distribution, customer loyalty
RETAILING SERVICES IN LITHUANIA: RETROSPECT AND PROSPECTS
Sekliuckiene Jurgita
Langviniene Neringa *
The paper illustrates the development of Lithuanian retail trade services sector. Investigated period
takes the beginning of 1990’ when Lithuania has got its Independence from the Soviet Union and
finishes by the end of 2009’s. Main structural changes in retailing till the 2000 when Lithuania
passed through transition economy and after that when a market economy started to act are
presented. Retail services sector is analysed on the ground of secondary data, main and derivative
indices of retail trade are calculated and analysed. Recent problems, affecting the retail trade
market, concentration and competition issues are discussed. At the end of the paper prospects for
retail trade services sector are presented.
Keywords: retailing, retailing services, Lithuania, retail market regulation
59
EAERCD Conference 2011 UNIFIED COMMUNICATIONS, ADVANCED TECHNOLOGY, AND
BRAND EQUITY DIMENSIONS IN LUXURY HOTELS OF CROATIA:
SOME NEW PERSPECTIVES FROM THE CONSUMER-CENTRIC
APPROACH
Šerić Maja *
Gil Saura Irene
Unified communications are considered as an important aspect of the new marketing
communication approach, named Integrated Marketing Communications (IMC), which has been
broadly recognized as a key factor in the marketing literature. Boosted by advancements in
Information and Communication Technology (ICT), IMC is starting to be considered as an element
that contributes to brand equity creation. The purpose of this research is to study the IMC, (more
specifically unified communications for consistent message and image), ICT, and brand equity
dimensions in the hotel sector from the consumer perspective. Thus, 101 guests have been
interviewed in 13 hotels in Dalmatia, the largest region on the coast of Croatia. The analysis of
guests’ perceptions, using PLS technique, confirms positive relationships between: a) ICT
advancements and unified communications; b) unified communications and perceived quality; c)
perceived quality and brand image; and d) perceived quality and brand loyalty.
Keywords: unified communications, ICT advancements, brand equity, brand image, perceived
quality, brand loyalty
RETAIL INTERNATIONALISATION IN EMERGING MARKET: FROM
THE PERSPECTIVE OF LOCAL RETAILERS
Shi Jin *
The heterogeneity of emerging market erects barriers for international retailers to prevent them
from adopting efficient strategies and at the same time creates opportunities for local retailers to
gain competitive advantages. This study illustrates how local retailers successfully cope with
heterogeneous environment by examining the cases of two Chinese retailing firms. The findings
resulting from the case studies suggest that innovation orientation and organisational learning are
key capabilities contribute to local Chinese retailers’ competitive advantages.
Keywords: heterogeneity of emerging market, retail internationalization, competitive advantage,
local retailers, China
60
EAERCD Conference 2011 STRATEGIC RESPONSES OF RETAIL TNCS TO EXTERNAL
ENVIRONMENT CHALLENGES IN EMERGING MARKETS
Siebers Qixun Lisa*
This paper explains how retail transnational corporations (TNCs) respond to external environment
challenges to develop their territorial embeddedness in emerging markets. The paper employs an
explanatory case study approach to build theory, by providing evidence from China. The findings
indicate that retail TNCs adopt reflexive strategies to respond to the new regulatory, institutional
and cultural environment in emerging markets, and they adjust their strategies accordingly based on
the learning during the expansion process. This paper explicates two groups of external
environment factors to which retail TNCs must respond effectively. One group of the factors
include governmental policies and laws and regulations and can be interpreted based on retail
TNCs’ experience. These factors mainly provide opportunities for expansion if responded
appropriately. Another group of factors emphasise major environmental challenges existing in the
host market, involving distribution system, suburbanisation, transportation and urbanisation.
Keywords: external environment, expansion, retail TNCs, emerging markets, China
ANY OLD IRON?
Sparks Leigh *
Attempts to research changes in retail products and retailing over any extended period are fraught
with problems, mainly arising from a lack of contemporaneous or retained data. This paper exploits
a unique data source to consider such issues over a long run period. The aim is to understand how a
particular product category has altered between 1973 and 2009 as a consequence of retailer,
manufacturer and consumer decisions. Aspects investigated include general questions of category
ranging as well as the more specific consideration of innovation in product development and price
positioning and dispersal over time. Some consideration is given to questions of branding, product
presentation and merchandising. Such painstaking historical work is vital for a true understanding
of retail product development and retailing over time. Modern retail history should not be left to the
anecdote, the half remembered store visit or the rose tinted nostalgic view of the past, which is all
too common. This paper shows that the database used here provides a vital, evidential window on
this past world.
Keywords: retailing, history, pricing, brands, irons, Argos
61
EAERCD Conference 2011 A MULTI-STATE MARKOV-MODEL FOR ANALYZING
MULTIDIMENSIONAL CUSTOMER CONTACT SEQUENCES IN
RETAILING
Steinmann Sascha *
Mau Gunnar
Schramm-Klein Hanna
Morschett Dirk
We used a Multi-State Markov-Model to analyze transitions between successive customer contacts
in the multidimensional sequence of the customer contacts (dimension 1), their functions
(dimension 2) and importance (dimension 3) across the purchase process. Special interest is paid to
horizontal effects of the sequencing and vertical effects of the functions and importance of a
customer contact on the transitions in the multidimensional contact sequence (MCCS). Hence, if a
contact in the contact sequence is known, one can predict which contact will be realized next by that
customer. Our insights contribute to the design of an optimal multi channel mix and successful
CRM strategies.
Keywords: retailing, customer contact, multidimensional contact sequence, sequence analysis,
multi-state Markov-model
SEGMENTING CUSTOMERS BY THEIR MULTIDIMENSIONAL
CONTACT SEQUENCES – RESULTS OF AN EMPIRICAL STUDY IN
RETAILING
Steinmann Sascha *
Silberer Günter
Schramm-Klein Hanna
Mau Gunnar
We used a multidimensional sequence alignment method to cluster customers (N = 304) of a
German retailer for consumer electronics according to the multidimensional sequences of their
customer contacts (dimension 1), their functions (dimension 2) and importance of the customer
contact (dimension 3). In doing so, we obtained four clusters. Results reveal differences in customer
behavior concerning the customer contacts and their functions in the whole purchase process, as
well as between the customer segments identified. Customer segmentation based upon demographic
or psychographic variables would not have been able to enrich the knowledge of the customers in
this manner.
Keywords: retailing, customer contact, multidimensional contact sequence, sequence alignment
62
EAERCD Conference 2011 GLOBAL RETAIL: USING DIFFUSION THEORY TO EXPLORE WHO
ENTERS THE U.S. MARKET?
Sullivan Pauline *
Crisostomo Elizabeth A.
Much of the literature about retail internationalization approaches the topic from managerial
perspective (Cairns, Quinn, Alexander, & Doherty, 2010; Vida, 2000), operational strategy and
organizational learning (Burt, Davies, Dawson, & Sparks, 2008), and market and corporate
perspectives (Myers & Alexander, 2007; Bianchi & Ostale, 2005; Myers & Alexander, 2000). Few
studies examine retail internationalization from a diffusion of innovation perspective (Hoffman &
Preble, 2001; Ganesh & Kumar, 1996). These diffusion studies of internalized retail operations
examined technology adoption (Ganesh and Kumar, 1996) and franchise operations (Hoffman &
Preble, 2001). The literature review revealed little about diffusion theory as an explanatory of in
variables associated with retail firms entering an international market.
This paper examines the applicability of the diffusion theory in predicting variables associated with
international retail firms having operations in the U.S. A Model for Diffusion of Internationalization
Amongst Retailers is proposed. The Model for Diffusion of Internationalization Amongst Retailers
includes four predictor variables, “exogenous variables,” “scale,” “experience,” and “knowledge.”
The dichotomous dependant variable was whether or not the firm had operations in the United
States. Logistic regression was used to analyze the data. Results found only limited support for the
variables “experience” and “knowledge” as predictors of whether or not the firm had operations in
the United States.
Keywords: retail, internationalization, diffusion
CONNECTEDNESS AND PURCHASE INFLUENCE: A COMPARISON OF
YOUNG ADULT CONSUMERS IN GERMANY
Sung (Christine) Eunyoung *
Huddleston Patricia
As of 2010, the 20th anniversary of the German reunification, the current study investigates the
consumer behavior of young adults who have matured in a Germany that has simultaneously had a
market economy in the Western region and a transitional economy in the Eastern region. Within
social groups, the tendencies to seek the opinions of others when making a purchase have shifted
over the 20 years since the reunification. Opinions of others in the western region were significantly
more important than those in the eastern region in 2009, contrary to previous findings in the mid
1990s. The current study examines this shift using Social Connectedness and Generational Cohort
Theories, showing that the higher the perception of social connectedness, the greater the degree to
which young consumers rely on the opinions of their social groups.
Keywords: transitional economy, social connectedness, cohort theory, opinion seeking behavior,
German consumer behavior
63
EAERCD Conference 2011 COMPETITION BETWEEN AUPARK SHOPPING CENTER AND AVION
SHOPPING PARK
Tamás Sikos T. *
This paper provides an overview of the establishment and historical development of shopping
centres in Bratislava, Slovakia.
In the framework of a case study we describe the competition between Aupark and Avion Shopping
Park, the two largest shopping centres in Slovakia. Our analysis is based on a field research and on
a desk research as well. In the framework of the case study 300 questionnaires were filled in (150 in
each centre) with random sampling method.
Keywords: shopping centres, competitiveness, historical development
ANTECEDENTS OF STORE FORMAT PATRONAGE BEHAVIOUR OF
ELDERLY CONSUMERS - A RESPONSE BASED SEGMENTATION
Teller Christoph *
Gittenberger Ernst
This article investigates antecedents of and heterogeneity in grocery store format patronage
behaviour of elderly shoppers. Based on a literature review we set up a conceptual model that
proposes effects between the perception of store attributes, satisfaction, patronage intention and the
share of visits. We test the model using a survey of more than 400 supermarket patrons aged 60 and
over who live in a highly concentrated urban retail environment. Variance based structural equation
modelling reveals that the product range and the price-value ratio have the most considerable
impact on patronage behaviour of supermarkets. Nevertheless, response based segmentation
identifies unobserved heterogeneity in the overall modelling results. Unlike demographic
characteristics of the respondents the variables ‘availability of a car’ and ‘problems in walking
longer distances’ explain the heterogeneity of the results between segments where significantly
different impacts of accessibility and price-value ratio on patronage behaviour can be identified.
Keywords: response based segmentation, grocery, older consumers
64
EAERCD Conference 2011 EXPLORING STRATEGIC DECISION-MAKING IN RETAIL SMES
DURING TURBULENT TIMES: A GREEK CASE STUDY
Theodoridis Costas *
Bennison David
The paper looks at the strategic decision-making process in a Greek retail SME during turbulent
times. Strategic decision-making in retail SMEs is a rather under-researched field, particularly in
the latter mentioned geographic context. The paper contributes to the understanding of how
decisions are made in retail SMEs during periods of rapid change, with limited or no information
available, and under the influence of power and politics relationships within the organisation. A
qualitative approach was employed based on an instrumental case study. The authors argue that
strategic decisions take place in a context of limited data and information access where personal and
hierarchical characteristics strongly influence the decisions made.
Keywords: strategic decision-making, retail SMEs, Greece, networks
SHOPPING CENTRE IMAGE ATTRIBUTES EFFECTS ON CONSUMER’S
SATISFACTION AND LOYALTY DURING THE CRISIS IN GREECE
Theodoridis Prokopis K. *
Panopoulos Anastasios P.
This paper presents a study investigating the consumers’ satisfaction level as experienced by the
shopping centre offer, the relationship between shopping centre image attributes and the consumers’
satisfaction and loyalty. Results indicate that specific shopping centre image attributes are
positively related to consumer satisfaction and loyalty. Further, consumers’ intentions are examined
regarding potential shifts in their behaviour due to the economic crisis.
Keywords: shopping centre, image, consumer behaviour, consumer satisfaction, loyalty, Greece
65
EAERCD Conference 2011 HOW TO LINK RETAIL BRANDS TO RETAILER PROFITABILITY?
Troiville Julien *
Cliquet Gérard
Considering all the dynamism and innovation they carry out, retail brands appear fundamental in
the retail sector. The conventional wisdom that retail brands are more profitable for the retailer than
manufacturer brands is not obvious at all and requires more empirical research, especially on
consumer packaged goods. More precisely, the main research question concerns the link between
retail brands and retail profitability. This article reviews the literature and underlines many research
questions which still remain. A better understanding of retail brand customer individual profitability
and the way they contribute to retailer profitability are future priorities. Consequently, we propose
the Customer Longtime Value method as a way to answer these questions because it combines
financial and marketing theories and it is based on the main asset of retailers: their customers.
Keywords: consumer packaged goods, customer longtime value (CLV), retail brand, retailer
performance, retailer profitability
CONSUMERS AND GROCERY STORES
EXPLORING THE EVERYDAY BRANDED RETAIL EXPERIENCE
Ulver-Sneistrup Sofia
Johansson Ulf *
This paper extends theories of retail branding and consumer experience of retail stores by bringing
consumer culture theory into the field of retailing. Using ethnographic data collection methods
(photo-diaries, participant observations, long interviews, artifact collections) we studied the grocery
shopping habits and life at home among Swedish middle-class working women with children. The
analysis suggests that McCracken’s (1989) ‘homeyness’ framework succeeds to understand the
orientations inflected in the everyday branded retail experience, as opposed to the ‘mythotypic’ (see
Kozinets 2002) that explicates the power of the more spectacular.
The studied consumers held strong ties to their favorite grocery retailer brand where the
‘homeyness’ constellation, executed power over these women that went beyond mere convenience.
Still, in terms of retail brand ideology, where the immersion into marketplace myths supports the
agendas of ideologies. The myths conveyed in these everyday marketplaces rather supported
unreflected dominant ideologies, than paradigm-breaking and emerging ideology which more
spectacular arenas may strive for in their quest for an overwhelming consumer experience. Thus,
the powerful and distinctive experience of ‘homeyness’ demands an ideology-neutral surrounding
supported by marketplace-crafted myths.
Additional research is needed to see if and how the constellation of ‘homeyness’ is applicable in
other national, gender, class, ethnic and lifestyle contexts. Hence, the conceptual implications of our
analysis for consumer research concern on one hand the possible transferability and appropriation
of the specific constellation of ‘homeyness’ to other important consumer cultural contexts, and on
the other hand more generally the importance for consumer cultural researchers to not primarily
always aim for the spectacular but also direct their eyes towards experiences of the more ordinary,
yet culturally rich, kind.
Keywords: branded retail environments, consumer culture theory, everyday retail experience,
‘homeyness’
66
EAERCD Conference 2011 ORGANISATIONAL STABILITY, DURABILITY AND VOLATILITY IN
RETAIL REPUTATION: AN INVESTIGATION OF LEADING UK
RETAILERS
Whysall Paul
Brown Michael *
This paper explores the reputational characteristics of seven leading British retailers over the period
1996-2008 using data from the Britain’s Most Admired Company survey. It finds evidence of both
homogeneity and heterogeneity within the reputational profiles of retailers, with community and
environmental responsibility in particular showing different characteristics from other elements of
reputation. Exploring retailers’ changing reputations over time reveals examples of enduring strong
reputation (Tesco) yet also incidences of ‘reputational collapse’ and recovery (Marks and Spencer,
Morrisons). Analysing different components of reputation shows that greater stability existed in
areas such as the quality of products and services and the ability to attract and retain talent, whereas
greater volatility characterized financial considerations such as the value as a long term investment
and the use of corporate assets. The paper concludes with suggestions for further research.
Keywords: retailing, reputation, Britain’s Most Admired Companies, ranking, durability
TEMPORAL-SPATIAL PERSPECTIVES ON THE RETURN OF
PAWNBROKING TO BRITAIN’S HIGH STREETS
Whysall Paul *
This article aims to place the recent revival of pawnbroking in British cities in context. After a
review of the limited literature on British pawnbroking that illustrates its traditional structure and
historical evolution, a brief history of the trade in Nottingham over the last two centuries is
provided together with an analysis of its changing spatial patterning. Turning to the more recent
revival of pawnbroking in the UK, the major players are introduced and their characteristics
explored as providers of a bundle of functions alongside pawnbroking. A regional-level analysis of
the density and correlates of contemporary pawnbroking is offered before a general discussion of
reasons for this recent expansion, some comments on potential threats and opportunities, and
comparisons with pawnbroking’s historical manifestations.
Keywords: pawnbroking, consumer credit, history, Nottingham
67
EAERCD Conference 2011 AM I CHEAP?
TESTING THE ROLE OF STORE PERSONALITY AND SELF-CONGRUITY
IN DISCOUNT RETAILING
Willems Kim *
Swinnen Gilbert
This study examines whether consumer perceptions of store personality differ according to the
store's format (hard-discount versus soft-discount and value retailing). A consumer survey (n = 306)
is conducted in which respondents are asked to rate these retail formats in terms of five store
personality (SP) dimensions (cf. d’Astous and Lévesque, 2003) and on self-congruity (SC).
The findings of both repeated measures ANOVA and hypothesis testing of proportion difference
indicate that the three formats differ significantly in terms of all five SP dimensions. Moreover,
consumers perceive a greater match between their self-concept and the value retailer' s personality
than the discounter's. A PLS model is estimated linking SP and SC to store loyalty and word-ofmouth intentions (WOM). The measurement model of d'Astous and Lévesque is only partially
confirmed by the data. The effect of SC is found to dominate in explaining loyalty and WOM.
These results provide valuable insights for optimizing retail positioning strategies.
Keywords: store personality, self-congruity, discount retailing, value retailing, symbolic value, PLS
analysis
RETAIL STORE SALES FORECASTING: A KNOWLEDGE
MANAGEMENT PERSPECTIVE
Wood Steve *
Reynolds Jonathan
An important element of retail network planning is the accurate and timely forecasting of sales
yields from potential store development opportunities. This process is typically supported by
quantitative modelling techniques which vary in their sophistication and practical application
between firms. However, it is also known that analysts supplement modelled knowledge with
managerial judgement and observation. By framing store forecasting as a challenge of knowledge
management and manipulation, this paper draws on a qualitative methodology to understand how
knowledge is interpreted and synthesised to produce forecasts and recommendations to affect the
decision-making of senior management. We find that tacit knowledge in the form of observation,
experience and intuition plays an important role in complementing, informing and amending the
codified outputs of models.
Keywords: retail location, knowledge management, decision-making, organisational routines, tacit
knowledge, modelling
68
EAERCD Conference 2011 INTERNATIONALISATION OF EUROPEAN GROCERY RETAILERS –
PATTERNS AND STRATEGIES
Wortmann Michael *
Based on an international store count of the biggest sixteen European grocery retailers, we identify
format specific internationalisation patterns. These patterns are explained as the result of different
competitive advantages and internationalisation strategies in the respective retail segments. Foreign
hypermarkets are primarily located in emerging markets in Europe, Asia, and Latin America; in this
retail segment, companies follow a multinational strategy relying on asset based competitive
advantages. In contrast, discounters have internationalised primarily into European markets
independent of their level of maturity; these companies follow a global strategy relying on
transaction based competitive advantages. The picture for supermarkets is more complex but three
patterns and strategies emerge: border-hopping to neighbouring countries, piggy-backing on
existing foreign hypermarket operations, and investments in established supermarket chains in the
US.
Keywords: international retailing, multinational strategy, global strategy, hypermarkets,
discounters, supermarkets
“CHANNEL LOYALTY”: EXPLORING THE ROLE OF LOYALTY
PROGRAMS IN CHANNEL RELATIONSHIPS
Ziliani Cristina *
Increased reseller power in numerous sectors is forcing suppliers to shift channel promotion budgets
to price incentives, which are preferred by partners because of their versatility. Price incentives tend
to determine mere compliance, while non-price channel promotions, which act on attitudes, are
probably more effective in aligning supplier and reseller goals.
This paper aims to draw management and research attention to the fact that “loyalty” promotion, i.e.
loyalty schemes and clubs, that have literally flourished in consumer markets, have a great and
untapped potential for aligning supplier and distributor objectives and improve channel
performance.
We believe that our findings could be useful for management decision-making in the area of
channel promotion investment, design and innovation, especially in times of recession, when more
companies resort more frequently to trade promotion and sales force motivation.
Keywords: trade promotion, incentives, sales channels, loyalty schemes, channel management 69