Promotions and Collaboration in Retailing

Daniela Wiehenbrauk ()

Chapter Chapter 2 in Collaborative Promotions, 2010, pp 5-16 from Springer

Abstract: Abstract Promotions and collaboration are prevalent tools in the German retail environment which aim at increasing profit margins: while promotions are used to increase sales and market share, collaboration with supply chain partners is intended to increase supply chain efficiency and hence to decrease cost. In this chapter, we begin by providing an overview of the key challenges in the German market situation. The subsequent sections show how retailers employ promotions and collaboration to respond to the highly competitive market environment.

Keywords: Supply Chain; Order Quantity; Private Label; Customer Segment; Competition Index (search for similar items in EconPapers)
Date: 2010
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Persistent link: https://EconPapers.repec.org/RePEc:spr:lnechp:978-3-642-13393-0_2

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DOI: 10.1007/978-3-642-13393-0_2

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