TY  - JOUR
TT  - MARKETING CHANNEL STRATEGY AND THE EFFECT OF CANNIBALIZATION ON RETAILING: A CONCEPTUAL OVERVIEW FROM MARKETING AND SUPPLY CHAIN PERSPECTIVE
AU  - Yumurtacı, Işık
AU  - Börühan, Gülmüş
AU  - Ersoy, Pervin
PY  - 2016
DA  - April
DO  - 10.11611/JMER805
JF  - Yönetim ve Ekonomi Araştırmaları Dergisi
PB  - Bandırma Onyedi Eylül Üniversitesi
WT  - DergiPark
SN  - 2148-029X
SP  - 41
EP  - 63
VL  - 14
IS  - 2
LA  - en
N2  - 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.
UR  - https://doi.org/10.11611/JMER805
L1  - https://dergipark.org.tr/tr/download/article-file/203624
ER  -