Is Retailer’s Locational Choice in Line with Chain Positioning Strategy?

A Toumi and G. Cliquet
Additional contact information
A Toumi: CREM - Centre de recherche en économie et management - UNICAEN - Université de Caen Normandie - NU - Normandie Université - UR - Université de Rennes - CNRS - Centre National de la Recherche Scientifique
G. Cliquet: CREM - Centre de recherche en économie et management - UNICAEN - Université de Caen Normandie - NU - Normandie Université - UR - Université de Rennes - CNRS - Centre National de la Recherche Scientifique

Post-Print from HAL

Abstract: This paper seeks to fill a gap in the literature about the links between marketing strategy at the corporate level and store location strategy of individual units. The objective of this research is to better predict site choices according to the chain marketing policy by examining the impact of store chain positioning defined at corporate level on retailers' locational preferences. Adaptive conjoint analysis (ACA) is used to generate the importance values of locational attributes within each price segment for retail network development managers. The empirical analysis stems from a survey among managers in the clothing and accessories retail sector in France which provides a better understanding of locational decisions within this sector on the one hand, and a set of locational attributes that may ensure the coherence of retail marketing mix on the other hand. One of the main results concerns a specific attribute: store size. A complementary discussion with development managers shows that this attribute is so crucial in the clothing and accessories retail sector that no other attribute can compensate for a deficit in store size, which should not be too small or too large. This result makes the choice of conjoint analysis questionable. © 2023, The Author(s), under exclusive license to Springer Nature Switzerland AG.

Keywords: Clothing retail chains; Conjoint analysis; Pricing strategy; Retail network strategic management; Store location (search for similar items in EconPapers)
Date: 2023
References: Add references at CitEc
Citations:

Published in Contributions to Management Science, 60, Springer Science and Business Media Deutschland GmbH, pp.221-249, 2023, ⟨10.1007/978-3-031-18134-4_12⟩

There are no downloads for this item, see the EconPapers FAQ for hints about obtaining it.

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-03979396

DOI: 10.1007/978-3-031-18134-4_12

Access Statistics for this paper

More papers in Post-Print from HAL
Bibliographic data for series maintained by CCSD ().