Do Promotions Benefit Manufacturers, Retailers, or Both?
نویسندگان
چکیده
منابع مشابه
Do Promotions Benefit Manufacturers, Retailers, or Both?
While there has been strong managerial and academic interest in price promotions, much of the focus has been on the impact of such promotions on category sales, brand sales and brand choice. In contrast, little is known about the long-run impact of price promotions on manufacturer and retailer revenues and margins, although both marketing researchers and practitioners consider this a priority a...
متن کاملDo Promotions Benefit Manufacturers , Retailers , or Both ? Shuba Srinivasan
D price promotions generate additional revenue and for whom? Which brand, category, and market conditions influence promotional benefits and their allocation across manufacturers and retailers? To answer these questions, we conduct a large-scale econometric investigation of the effects of price promotions on manufacturer revenues, retailer revenues, and total profits (margins). A first major fi...
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Do Retailers Benefit from Deploying Customer Analytics? Frank Germann a,∗, Gary L. Lilien b,1, Lars Fiedler c,2, Matthias Kraus d,3 a Department of Marketing, 395 Mendoza College of Business, University of Notre Dame, Notre Dame, IN 46556, USA b Department of Marketing, Smeal College of Business, Pennsylvania State University, 468 Business Building, University Park, PA 16802, USA c McKinsey & C...
متن کاملManufacturers and retailers in the global economy
We develop a general-equilibrium model to capture key features of the retailing and of the manufacturing industry in order to understand how these two industries interact and how labor is allocated between them. We show that the observed shift in employment from manufacturing to retailing, the rise in retailer product assortment and the emergence of slotting allowances in many retail markets ar...
متن کاملShort- and Long-run Effects of Promotions on Retailers Performance
The purpose of the paper is to provide a method to quantify the impact of promotions for retailers. Using scanner data aggregated by category of an Italian hypermarkets chain, the authors measure the promotional direct and cross-effectiveness on regular sales, in shortand long-term, by means of a structural vector auto-regressive model. The empirical results suggest that promotions in the heavy...
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ژورنال
عنوان ژورنال: Management Science
سال: 2004
ISSN: 0025-1909,1526-5501
DOI: 10.1287/mnsc.1040.0225