Evaluating Alternative Retail Repositioning Strategies

Marcel Corstjens and Peter Doyle
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Marcel Corstjens: INSEAD
Peter Doyle: University of Warwick

Marketing Science, 1989, vol. 8, issue 2, 170-180

Abstract: A methodology is provided for examining the impact on profitability of a significant change in the merchandise portfolio of a retailer. Such repositioning is essential to maintain competitiveness in a rapidly changing environment. At the same time, management is often reluctant to undertake such changes because they risk undermining the long-term core business. A model is provided which incorporates both short- and long-run estimates of the trade-off of new business generated against old business lost as a result of the change.

Keywords: retail; marketing; positioning (search for similar items in EconPapers)
Date: 1989
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Citations: View citations in EconPapers (8)

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Persistent link: https://EconPapers.repec.org/RePEc:inm:ormksc:v:8:y:1989:i:2:p:170-180

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