Competitive Behavior and Strategic Complementarity in Bulgarian Retailing

Violeta Dimitrova ()
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Violeta Dimitrova: University of Economics - Varna, Varna, Bulgaria

Izvestia Journal of the Union of Scientists - Varna. Economic Sciences Series, 2025, issue 1, 28-37

Abstract: The competitive environment is highly dynamic, driven by changes in the behavior of market agents, both horizontally and vertically. The search for new competitive business models in retail leads to the interpenetration and convergence between online and offline retailing and, on this basis, the development of omnichannel and phygital retailing, entering new markets such as fast food and takeaway. The article aims to investigate the sources of cross-channel complementarity, not only online and offline, but also between merchants and companies offering services in the field of exchange, as a means of competitive behavior. The study summarizes the dynamics of retail business models of so-called adaptive retailing in three main directions: cross-channel complementarities between online and offline, partnerships with service providers in exchange, and digital services in the physical space (phygital retailing). An attempt is made to explore the ability to return goods purchased online in physical retail outlets, showrooming effects, pop-up stores, and related issues. The study is based on statistical information on retailing in Bulgaria from the National Statistical Institute, Eurostat, and Euromonitor, as well as a survey of retailers' websites.

Keywords: retailing; competitive behavior; cross-channel complementarities (search for similar items in EconPapers)
JEL-codes: L81 M31 (search for similar items in EconPapers)
Date: 2025
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