שם הכותב: תאריך: 10 מרץ 2013
dalia_rahman_web
מחקר בנושא 'שוני נרחב במוצרים ובשווקים'

 

שם חבר הסגל: Rachman-Moore, Dalia.

מחברים נוספים:  Michael Etgar.

שנת פרסום: 2010.

פריט ביבליוגרפי:

 Etgar, M. and Rachman-Moore, D. (2010). Market and Product Diversification: The Evidence from Retailing. Journal of Marketing Channels, 17 (2), 119-135.

לצפייה במאמר לחץ כאן

תקציר: 

This study explored the number of international regions in which retailers operate, the assortment of product categories they offer their customers, and the effects of these market and product category diversification strategies on retail sales volumes. The analysis used sales data about 246 global large-scale retail stores from diverse industries and countries of origin. We found that both strategies have positive effects on retail sales volumes. The two strategies interact such that the positive effect of market expansion on retail sales volumes is larger for retailers who also follow a strategy of greater product category diversity.

שייך לנושאים: מחקרים