From Cornering to Virtual Cornering

Andrea Francesco Martinelli
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Andrea Francesco Martinelli: Metro Italia

Symphonya. Emerging Issues in Management, 2002, issue 1 Market-Space Management

Abstract: Cornering consists in the assignment of a physical selling space to a producer by a retailer. Therefore, traditional cornering has the objective of strengthening the value proposition of distribution and industry in the final buyer's mind enhancing the value for the customer by a combination of the efforts inside the physical space. Traditional cornering is characterised by distinctive specific advantages for the manufacturing companies and for the retailers. Virtual cornering overcomes the restraints imposed by the physical space of the competition. The ideal environment for virtual cornering is linked to range and off-range products, and to demand bubbles.

Keywords: Virtual Cornering; Cornering; Range; Off-Range; Demand Bubbles; Strategic Marketing; Global Markets DOI:http://dx.doi.org/10.4468/2002.1.07martinelli (search for similar items in EconPapers)
Date: 2002
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