Le leve della competizione assortimentale

Edoardo Fornari and Sebastiano Grandi

MERCATI & COMPETITIVIT?, 2009, vol. 2009/3, issue 3, 71-90

Abstract: Retailer assortment competition - The aim of this paper is to in-depth analyze assortment as a key-dimension of competition between grocery retailers. Supermarkets located in the same area are generally characterized of a part of product range which is the same as the one proposed by direct competitors. Each retailer tends to frequently monitor this kind of products and brands, which are directly comparable, in order to well know pricing strategies of other retailers. However, in the actual hyper-competitive markets, large retailers need to find out new sources of competitive advantage, different from low pricing. So that it could be useful to focus attention on the exclusive part of assortments, which is a great differentiation (and non-price) lever. Keywords: assortments, competition, superposition, modern trade, differentiation, exclusiveness Parole chiave: assortimenti, competizione, sovrapposizione, distribuzione moderna, differenziazione, esclusivit?

Date: 2009
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