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.
The aim of the article was to find nexus between brand orientation and financial performance in companies doing business in Serbia. We surveyed general managers, marketing managers, and brand managers in order to examine their views on the brand orientation dimensions of their companies. We matched the survey results with financial performance of those companies (EBITDA margin) in order to find linkages between these variables. We got expected results in the sense that strong brand orientation and weaker brand barriers lead to better financial performance. Overall brand orientation is significantly positively correlated with EBITDA margin, and brand barriers are significantly negatively correlated with that measure. We analysed the brand orientation and brand barriers between groups of companies classified according to their size, internationalization, origin of company ownership, origin of brand, specific business area of key brands and type of goods sold. Interestingly, there are undoubted differences in brand orientation and brand barriers only between foreign and domestic companies. These differences could be seen as one of the main reasons of differences between their EBITDA margins. Also, we saw some differences in brand orientation in case of companies with international brands in relation to companies with domestic brands, but those differences are fewer and smaller. We did not find any other statistically significant difference. The significance of the paper is in emphasizing that development of brand orientation of domestic companies could lead to improvement of their profitability and competitiveness.
Shopper marketing has lately become a promising business initiative. The distinction between shopper marketing and traditional marketing paves the way for new relations, partnerships, and better results of retailers and suppliers. The paper explains the new perspective of marketing, with the shopper in focus. Retail has been identified as the center of gravity for enterprise cooperation and a new business consensus. The advantages and challenges of shopper marketing are also explained, including tracing the efficient category management model and partnership value creation. In the wake of the development of new category management guidelines, the paper points out the aspect of the institutionalization of cooperation in shopper marketing, as well as the future of multi-channel analysis and customer satisfaction.
scite is a Brooklyn-based organization that helps researchers better discover and understand research articles through Smart Citations–citations that display the context of the citation and describe whether the article provides supporting or contrasting evidence. scite is used by students and researchers from around the world and is funded in part by the National Science Foundation and the National Institute on Drug Abuse of the National Institutes of Health.