The purpose of this paper is to thoroughly analyse the concept of multichannel strategy, focussing on retail, to enable the academic community and marketers to better understand its advantages and disadvantages. This paper presents a comprehensive literature review and financial data analysis. The authors have analysed the financial data of 88 retail companies in the 2007 to 2014 period, and have proven that the importance of multichannel strategy has grown with the emergence of e-commerce. The main hypothesis is that the multichannel concept dominates modern marketing channels because it is widely accepted and provides superior financial performance. Multichannel retailing is definitely a winning concept, if adequately implemented. However, wrongly implemented it can negatively influence business performance.
SažetakTrgovina i turizam, kao noseće grane uslužnog sektora u Srbiji, ulaze u novi razvojni ciklus. Naime, i u trgovini i u turizmu ističe važnost prethodno usvojenim strateškim dokumentima. Tako se stvara potreba da se za naredni razvojni period obezbedi nova strategija razvoja koja će koordinirati i usmeravati napore javnog i privatnog sektora. U oba slučaja se postavlja sličan set pitanja: šta je ostvareno od planova iz prethodno usvojenih strategija, šta je još uvek aktuelno i da li su potrebni radikalni zaokreti ili samo pročišćavanje, dopuna i ažuriranje strategijskih dokumenata koji su do sada bili u upotrebi. Makroekonomsko okruženje ne ide na ruku ni turizmu niti trgovini. Ipak, bar kada je reč o turizmu, globalni trendovi ukazuju na kontinualni rast tražnje za turističkim uslugama pa se i od srpskog turizma može očekivati da iskoristi deo tih globalnih povoljnih kretanja. Ovaj tekst posebno ispituje nerealizovane projekte u oba područja i istražuje uzroke ovih neuspeha. Cilj je da se u zaključku dođe do preporuka. Jedna mogućnost je eventualna promena stava, ukoliko su se strateška opredeljenja bila pogrešna. Druga mogućnost je promena načina rešavanja problema odnosno realizacije projekta, ukoliko su opredeljenja ostala ista, ali se postojeći način implementacije pokazao kao nedelotvoran. U samom zaključku je iznet stav da su do sada korišćeni strateški dokumenti u osnovi bili ispravni i da novi dokumenti treba da donesu u sebi ažurirane predloge kako da se započeti razvoj i turizma i trgovine u Srbiji mnogo uspešnije nastavi u narednom periodu. Ključne reči: trgovina, turizam, strategija, razvoj, razvojna politika, državna intervencija AbstractTrade and tourism, as significant areas of the service sector in Serbia are entering a new development cycle. In fact, in commerce as well as in tourism, previously adopted strategic documents expire. This creates a need to provide new development strategies for the coming development period in order to coordinate and guide the efforts of the public and private sectors. In both cases, a similar set of questions arises: what has been achieved that was planned in the previously adopted strategies, what is still very relevant and whether it is the necessary to make radical shifts or only purifying, complement and update of the existing strategic documents is acceptable. The macroeconomic environment is not favorable neither for tourism nor commerce. However, at least when it comes to tourism, global trends suggest the continual growth of demand for tourist services so it can be expected from Serbian tourism to grab some effects of this global positive trend. This paper specifically examines unrealized projects in both areas and investigates the causes of these failures. The aim is to give some recommendations in conclusion. One option is a possible change of attitude, if the strategic goals were wrong. Another possibility is to change the ways of solving problems and the realization of the project, if the attitudes remain the same, but the way of implementation p...
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SažetakZaštita konkurencije je jedno od ključnih područja tržišne politike i strategije razvoja jednog sektora u nacionalnoj ekonomiji. S vremena na vreme, posebno kada dođe do primetnih aktivnosti spajanja i pripajanja, u srpskoj privredi se pojavi pitanje prevelike koncentracije. U ovom radu analiziraju se dva tržišta: tržište maloprodaje robe široke potrošnje i tržište turističkih posrednika (turoperatora i maloprodajnih turističkih agencija). Za prvo tržište se može smatrati da predstavlja najvažniji deo maloprodajnog sektora, a drugo je jedini deo turističke industrije gde bi mogla da bude ugrožena konkurencija usled povećane koncentracije. Na početku ovog rada, oba sektora su analizirana i predstavljeni su tržišni ambijenti i razvojni trendovi. U kasnijim delovima rada, osam standardnih mera koncentracije analizirano je kako bi se odgovorilo na pitanje: "Ima li razloga za brigu oko prevelike koncentracije?" Izračunati rezultati su raspravljani uzimajući u obzir aktuelne standarde i preporuke Evropske komisije. Ključne reči: maloprodaja, roba široke potrošnje, turizam, koncentracija, tržišna politika, zaštita konkurencije AbstractProtection of competition is one of the key areas in market policy and strategy of development of one sector in national economy. From time to time, particularly when noticeable M&A activities occur, in Serbian economy emerged the question of excessive concentration. This paper analyze two markets: retail FMCG market and tourism middlemen market (tour operators and retail agencies). The first one can be considered to represent the most important part of retail sector and the second one is the only part of tourism industry where competition might be threatened due to excessive concentration. In the beginning of this paper, both sectors were analyzed and the market ambience and trends were presented. In the later sections, eight standard measures of concentration were analyzed in order to answer the question: "Is there reason to worry about excessive concentration?" Calculated results are to be discussed taking into account actual standards and recommendations of the EU Commission.
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