threads : Professor Kusum Ailawadi and Potoula Chresomales T ’ 00

Empirical Models of Manufacturer - Retailer Interaction : A Review and Agenda for Future Research

When Wal-Mart Enters: How Incumbent Retailers React and How This Affects Their Sales Outcomes

Revenue Premium as an Outcome Measure of Brand Equity

The authors propose that the revenue premium a brand generates compared with that of a private label product is a simple, objective, and managerially useful product-market measure of brand equity. The authors provide the conceptual basis for the measure, compute it for brands in several packaged goods categories, and test its validity. The empirical analysis shows that the measure is reliable a...

Customer experience management in retailing: Communication and promotion

Communication and promotion decisions form the heart of retailer customer experience management strategy. In this review paper, we address two key questions from a retailer’s perspective: (1) what have we learned from prior research about promotion, advertising, and other forms of communication and (2) what major issues should future research in this area address. In addressing these questions,...

1 Promotion Profitability for a Retailer : the Role of Promotion , Brand , Category , and Store Characteristics

The purpose of this paper is to quantify the net unit and net profit impact of promotions for a retailer and to understand the key correlates of this impact. Using data on all promotions offered in 2003 by CVS, a leading U.S. drug retailer, the authors (a) quantify the gross promotional lift; (b) decompose this into switching, stockpiling, and incremental lift for the retailer; (c) estimate the...