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

Işık Yumurtacı; Gülmüş Börühan; Pervin Ersoy

doi:10.11611/JMER805

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

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.

Keywords

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Details

Primary Language

English

Subjects

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Journal Section

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Authors

Işık Yumurtacı

Gülmüş Börühan

Pervin Ersoy

Publication Date

April 23, 2016

Submission Date

April 6, 2016

Acceptance Date

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Published in Issue

Year 2016 Volume: 14 Number: 2

DOI

https://doi.org/10.11611/JMER805

IZ

https://izlik.org/JA73NW55ZZ

Cite

RIS / Bibtex

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