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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 Yumurtacı , 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.  


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Ayrıntılar

Birincil Dil İngilizce
Bölüm Makaleler
Yazarlar

Işık Yumurtacı

Gülmüş Börühan

Pervin Ersoy

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

Kaynak Göster

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. Yönetim Ve Ekonomi Araştırmaları Dergisi, 14(2), 41-63. https://doi.org/10.11611/JMER805
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. Yönetim ve Ekonomi Araştırmaları Dergisi. Nisan 2016;14(2):41-63. doi:10.11611/JMER805
Chicago Yumurtacı, Işık, Gülmüş Börühan, ve Pervin Ersoy. “MARKETING CHANNEL STRATEGY AND THE EFFECT OF CANNIBALIZATION ON RETAILING: A CONCEPTUAL OVERVIEW FROM MARKETING AND SUPPLY CHAIN PERSPECTIVE”. Yönetim Ve Ekonomi Araştırmaları Dergisi 14, sy. 2 (Nisan 2016): 41-63. https://doi.org/10.11611/JMER805.
EndNote Yumurtacı I, Börühan G, Ersoy P (01 Nisan 2016) MARKETING CHANNEL STRATEGY AND THE EFFECT OF CANNIBALIZATION ON RETAILING: A CONCEPTUAL OVERVIEW FROM MARKETING AND SUPPLY CHAIN PERSPECTIVE. Yönetim ve Ekonomi Araştırmaları Dergisi 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”, Yönetim ve Ekonomi Araştırmaları Dergisi, c. 14, sy. 2, ss. 41–63, 2016, doi: 10.11611/JMER805.
ISNAD Yumurtacı, Işık vd. “MARKETING CHANNEL STRATEGY AND THE EFFECT OF CANNIBALIZATION ON RETAILING: A CONCEPTUAL OVERVIEW FROM MARKETING AND SUPPLY CHAIN PERSPECTIVE”. Yönetim ve Ekonomi Araştırmaları Dergisi 14/2 (Nisan 2016), 41-63. https://doi.org/10.11611/JMER805.
JAMA 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. Yönetim ve Ekonomi Araştırmaları Dergisi. 2016;14:41–63.
MLA Yumurtacı, Işık vd. “MARKETING CHANNEL STRATEGY AND THE EFFECT OF CANNIBALIZATION ON RETAILING: A CONCEPTUAL OVERVIEW FROM MARKETING AND SUPPLY CHAIN PERSPECTIVE”. Yönetim Ve Ekonomi Araştırmaları Dergisi, c. 14, sy. 2, 2016, ss. 41-63, doi:10.11611/JMER805.
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. Yönetim ve Ekonomi Araştırmaları Dergisi. 2016;14(2):41-63.