Yönetim ve Ekonomi Araştırmaları Dergisi
 
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MARKETING CHANNEL STRATEGY AND THE EFFECT OF CANNIBALIZATION ON RETAILING: A CONCEPTUAL OVERVIEW FROM MARKETING AND SUPPLY CHAIN PERSPECTIVE

Yıl 2016, Cilt: 14 Sayı: 2, 41 - 63, 23.04.2016

Işık YUMURTACI Gülmüş BÖRÜHAN Pervin ERSOY

Öz

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.  


Anahtar Kelimeler

-

Ayrıntılar

Birincil Dil İngilizce
Bölüm Makaleler
Yazarlar

Işık YUMURTACI

Gülmüş BÖRÜHAN

Pervin ERSOY

Yayımlanma Tarihi 23 Nisan 2016
Yayınlandığı Sayı Yıl 2016 Cilt: 14 Sayı: 2

Kaynak Göster

Bibtex @ { yead234708, journal = {Journal of Management and Economics Research}, issn = {2148-029X}, eissn = {2148-029X}, address = {}, publisher = {Bandırma Onyedi Eylül Üniversitesi}, year = {2016}, volume = {14}, number = {2}, pages = {41 - 63}, doi = {10.11611/JMER805}, title = {MARKETING CHANNEL STRATEGY AND THE EFFECT OF CANNIBALIZATION ON RETAILING: A CONCEPTUAL OVERVIEW FROM MARKETING AND SUPPLY CHAIN PERSPECTIVE}, key = {cite}, author = {Yumurtacı, Işık and Börühan, Gülmüş and Ersoy, Pervin} }
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 . Retrieved from https://dergipark.org.tr/tr/pub/yead/issue/21832/234708
MLA 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 14 (2016 ): 41-63 <https://dergipark.org.tr/tr/pub/yead/issue/21832/234708>
Chicago 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 14 (2016 ): 41-63
RIS TY - JOUR T1 - MARKETING CHANNEL STRATEGY AND THE EFFECT OF CANNIBALIZATION ON RETAILING: A CONCEPTUAL OVERVIEW FROM MARKETING AND SUPPLY CHAIN PERSPECTIVE AU - IşıkYumurtacı, GülmüşBörühan, PervinErsoy Y1 - 2016 PY - 2016 N1 - DO - T2 - Journal of Management and Economics Research JF - Journal JO - JOR SP - 41 EP - 63 VL - 14 IS - 2 SN - 2148-029X-2148-029X M3 - UR - Y2 - 2023 ER -
EndNote %0 Yönetim ve Ekonomi Araştırmaları Dergisi MARKETING CHANNEL STRATEGY AND THE EFFECT OF CANNIBALIZATION ON RETAILING: A CONCEPTUAL OVERVIEW FROM MARKETING AND SUPPLY CHAIN PERSPECTIVE %A Işık Yumurtacı , Gülmüş Börühan , Pervin Ersoy %T MARKETING CHANNEL STRATEGY AND THE EFFECT OF CANNIBALIZATION ON RETAILING: A CONCEPTUAL OVERVIEW FROM MARKETING AND SUPPLY CHAIN PERSPECTIVE %D 2016 %J Journal of Management and Economics Research %P 2148-029X-2148-029X %V 14 %N 2 %R %U
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 (Nisan 2016): 41-63 .
AMA 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.
Vancouver 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.
IEEE I. Yumurtacı , G. Börühan ve 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, c. 14, sayı. 2, ss. 41-63, Nis. 2016, doi:10.11611/JMER805