Retailing in disruptive markets

David Marcotte and Gwen Morrison
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David Marcotte: Kantar
Gwen Morrison: The Store—WPP’s Global Retail Practice, USA

Journal of Brand Strategy, 2016, vol. 5, issue 3, 298-311

Abstract: This is an examination of retail opportunities in highly volatile, disruptive markets. It is based on our more than ten years of field work and other research experience analysing retail in transitional economies. Our work has been informed by two assumptions: the useful knowledge of these markets requires learning both what they share in common in development sequencing and also how they differ; and that there is no single ‘right’ way to succeed commercially in a disruptive market. But there are certain attitudes, knowledge and capabilities that form the foundation of any successful business.

Keywords: disruption; serving the underserved; infrastructure; emergent formats; mobile connectivity; fast growth markets; low-income consumers; emerging economies (search for similar items in EconPapers)
JEL-codes: M3 (search for similar items in EconPapers)
Date: 2016
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Persistent link: https://EconPapers.repec.org/RePEc:aza:jbs000:y:2016:v:5:i:3:p:298-311

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