TITLE

EVALUATING ALTERNATIVE RETAIL REPOSITIONING STRATEGIES

AUTHOR(S)
Corstjens, Marcel; Doyle, Peter
PUB. DATE
March 1989
SOURCE
Marketing Science;Spring89, Vol. 8 Issue 2, p170
SOURCE TYPE
Academic Journal
DOC. TYPE
Article
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. (Retail; Marketing; Positioning)
ACCESSION #
6703773

 

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