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MARKETING CHANNEL STRATEGY AND THE EFFECT OF CANNIBALIZATION ON RETAILING: A CONCEPTUAL OVERVIEW FROM MARKETING AND SUPPLY CHAIN PERSPECTIVE

Year 2016, Volume: 14 Issue: 2, 41 - 63, 23.04.2016

Işık Yumurtacı , Gülmüş Börühan , Pervin Ersoy

https://izlik.org/JA73NW55ZZ

Abstract

The impressive growth of internet, globalization and diffusion of technology have impacted every industry and business model. Multichannel strategy of retailers should provide competitive advantage to cope with changing dynamics of globalized world. However, multichannel strategies can lead to disadvantageous outcomes such as cannibalization. Cannibalization refers to a firm losing market share due to the introduction of multichannel. The existing literature on cannibalization which is caused by multichannel strategies is controversial and the concept needs to be examined from different perspectives. In this study, it is aimed to develop a conceptual framework in case cannibalization effect occurs. To overcome the disadvantages of cannibalization, a theoretical approach based on the integration of   marketing and supply chain perspectives, is proposed. Additionally, research propositions are provided for further research.  


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Details

Primary Language English
Authors

Işık Yumurtacı

Gülmüş Börühan

Pervin Ersoy

Publication Date April 23, 2016
DOI https://doi.org/10.11611/JMER805
IZ https://izlik.org/JA73NW55ZZ
Published in Issue Year 2016 Volume: 14 Issue: 2

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APA Yumurtacı, I., Börühan, G., & Ersoy, P. (2016). MARKETING CHANNEL STRATEGY AND THE EFFECT OF CANNIBALIZATION ON RETAILING: A CONCEPTUAL OVERVIEW FROM MARKETING AND SUPPLY CHAIN PERSPECTIVE. Journal of Management and Economics Research, 14(2), 41-63. https://doi.org/10.11611/JMER805
AMA 1.Yumurtacı I, Börühan G, Ersoy P. MARKETING CHANNEL STRATEGY AND THE EFFECT OF CANNIBALIZATION ON RETAILING: A CONCEPTUAL OVERVIEW FROM MARKETING AND SUPPLY CHAIN PERSPECTIVE. Journal of Management and Economics Research. 2016;14(2):41-63. doi:10.11611/JMER805
Chicago Yumurtacı, Işık, Gülmüş Börühan, and Pervin Ersoy. 2016. “MARKETING CHANNEL STRATEGY AND THE EFFECT OF CANNIBALIZATION ON RETAILING: A CONCEPTUAL OVERVIEW FROM MARKETING AND SUPPLY CHAIN PERSPECTIVE”. Journal of Management and Economics Research 14 (2): 41-63. https://doi.org/10.11611/JMER805.
EndNote Yumurtacı I, Börühan G, Ersoy P (April 1, 2016) MARKETING CHANNEL STRATEGY AND THE EFFECT OF CANNIBALIZATION ON RETAILING: A CONCEPTUAL OVERVIEW FROM MARKETING AND SUPPLY CHAIN PERSPECTIVE. Journal of Management and Economics Research 14 2 41–63.
IEEE [1]I. Yumurtacı, G. Börühan, and P. Ersoy, “MARKETING CHANNEL STRATEGY AND THE EFFECT OF CANNIBALIZATION ON RETAILING: A CONCEPTUAL OVERVIEW FROM MARKETING AND SUPPLY CHAIN PERSPECTIVE”, Journal of Management and Economics Research, vol. 14, no. 2, pp. 41–63, Apr. 2016, doi: 10.11611/JMER805.
ISNAD Yumurtacı, Işık - Börühan, Gülmüş - Ersoy, Pervin. “MARKETING CHANNEL STRATEGY AND THE EFFECT OF CANNIBALIZATION ON RETAILING: A CONCEPTUAL OVERVIEW FROM MARKETING AND SUPPLY CHAIN PERSPECTIVE”. Journal of Management and Economics Research 14/2 (April 1, 2016): 41-63. https://doi.org/10.11611/JMER805.
JAMA 1.Yumurtacı I, Börühan G, Ersoy P. MARKETING CHANNEL STRATEGY AND THE EFFECT OF CANNIBALIZATION ON RETAILING: A CONCEPTUAL OVERVIEW FROM MARKETING AND SUPPLY CHAIN PERSPECTIVE. Journal of Management and Economics Research. 2016;14:41–63.
MLA Yumurtacı, Işık, et al. “MARKETING CHANNEL STRATEGY AND THE EFFECT OF CANNIBALIZATION ON RETAILING: A CONCEPTUAL OVERVIEW FROM MARKETING AND SUPPLY CHAIN PERSPECTIVE”. Journal of Management and Economics Research, vol. 14, no. 2, Apr. 2016, pp. 41-63, doi:10.11611/JMER805.
Vancouver 1.Işık Yumurtacı, Gülmüş Börühan, Pervin Ersoy. MARKETING CHANNEL STRATEGY AND THE EFFECT OF CANNIBALIZATION ON RETAILING: A CONCEPTUAL OVERVIEW FROM MARKETING AND SUPPLY CHAIN PERSPECTIVE. Journal of Management and Economics Research. 2016 Apr. 1;14(2):41-63. doi:10.11611/JMER805