A categorization of small retailer research streams: What does it portend for future research?

Runyan, Rodney C.; Dröge, Cornelia

doi:10.1016/j.jretai.2008.01.003

Cited by 103 publications

(85 citation statements)

References 113 publications

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“…This shows that if the microenterprise maintains its operations over time, it is because the marketing activities carried out generate a minimally positive effect on product sales. Activities that are typically carried out by small enterprises (Newman & Cullen, 2002;Runyan & Droge, 2008) focus on the day-to-day business. This study investigated the approach for the micro-micro level of analysis -product sales, supporting Hypothesis 1.…”

Section: Discussionmentioning

confidence: 99%

“…In general terms, a small commercial company worries a lot about selling suppliers' products, stimulating sales using promotional material, increasing product assortment, product pricing alterations, offering more than one form of payment, changing the store ambience, and spending on sales teams, where applicable (Grewal, Levy, & Kumar, 2009;Newman & Cullen, 2002;Runyan & Droge, 2008). These actions aim to stimulate the demand for some product sold on a daily basis.…”

Section: Marketing Dynamics and The Financial Performance Of Small Enmentioning

confidence: 99%

“…Thus, each marketing activity carried out for the product brands (price in log, payment via credit, sales commission, change in store ambience, promotional materials, and increased product assortment) is expected to exert a positive influence over products sales (Ataman, Van Heerde, & Mela, 2010;Bijmolt, Heerde, & Pieters, 2005;Klapper & Zenetti, 2012;Mishra, Sinha, & Koul, 2014;Morgado & Benito, 2015;Porto & Oliveira-Castro, 2015;Porto & Silva, 2014;Shields, 2006). These activities are very commonly implemented by small companies (Newman & Cullen, 2002;Runyan & Droge, 2008) and this was the main reason behind choosing them. Moreover, these activities vary over time and aim to immediately increase revenue, which is typical of small companies with little concern for creating or sustaining brands to generate long term returns (Hanssens & Dekimpe, 2008).…”

Section: Research Model and Hypothesesmentioning

confidence: 99%

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The multilevel effect of marketing activities on sales, revenue and profitability in a micro-enterprise

Porto¹,

Costa²,

Watanabe³

2017

RBGN

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Purpose -This study dynamically assessed the effectiveness of marketing activities in the generation of product sales, revenue, and profitability in a micro-enterprise, a context that lacks research in marketing.Design/methodology/approach -A longitudinal multilevel study was conducted using daily panel data for 5,800 products sold and monthly time series on the business level, involving 26 months of commercial and financial records for a micro-enterprise (a drugstore). Panel and time series regressions were performed.Findings -The research shows that (1) marketing activities, in particular price elasticity, quite accurately generate product sales, (2) the aggregated estimate of total marketing activities predicts monthly company revenue and profitability, and (3) in the investigated company, if marketing activities are intensified in the same proportion to increase costs in products and goods, they are not efficient in generating profit.Originality/value -This research supports investigations concerning micro→macro level analysis relationships with commercial and financial data in order to merge marketing decisions to finance.

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Section: Discussionmentioning

confidence: 99%

Section: Marketing Dynamics and The Financial Performance Of Small Enmentioning

confidence: 99%

Section: Research Model and Hypothesesmentioning

confidence: 99%

See 1 more Smart Citation

The multilevel effect of marketing activities on sales, revenue and profitability in a micro-enterprise

Porto¹,

Costa²,

Watanabe³

2017

RBGN

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“…They justify their perspective emphasizing that there are similar features between a downtown and a firm: "Because a downtown is an assortment of businesses, the collective performance of which is reflected in the success level of the downtown, we posit that downtowns act like firms" (ibid., 48-49). In addition to study of Runyan & Huddleston (2006), several other studies impose brand identity or image as a resource of RBV (Barney, 1991;Peteraf, 1993;Runyan and Droge, 2004;Peters et al, 2011). Often brands have imperfect mobility, one of the criterions of VRIN (Runyan & Huddleston, 2006).…”

Section: Non-substitutablementioning

confidence: 99%

Coopetition, Resource-Based View and Legend: Cases of Christmas Tourism and City of Rovaniemi

Rusko¹,

Merenheimo²,

Haanpää³

2013

IJMS

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Coopetition is a promising and challenging perspective to understand cooperation between competing individuals, firms, organizations and networks. In the literature, coopetition phenomenon has been connected with strategic alliances, territorial development work, resource-based view and several forms and branches of business, marketing and tourism among others. We consider these perspectives and introduce their practical connections using one specific forms of leisure tourism, namely Christmas tourism. This study contributes, in addition to revealing these connections with coopetition, also emphasizing the joint importance of territorial brand, tourism and international legend and events in the context of coopetition. This case study research shows the power and applicability of coopetition perspective in business studies.

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“…This paper therefore aims to comment on the results of the UK RAE (2008) with regard to our previous commentary on the RAE (2001). It also considers the data in the light of intervening publications and particularly the retail specific work of Runyan, who has produced three articles on various aspects of the publication process, outcome and 'quality' in retailing (Runyan 2008, Runyan and Droge 2008, Runyan and Hyun 2009-see also Sparks 2007). This commentary is structured to first outline the process of the RAE (2008) and then to reflect on the results in terms of a comparison with the RAE (2001) and on the conclusions that have been drawn by Dawson et al (2004) within the emerging context as exemplified by the work of Runyan.…”

Section: Introductionmentioning

confidence: 99%

The UK Research Assessment Exercise (RAE 2008) and retail research output

Findlay

Sparks

2010

The International Review of Retail, Distribution and Consumer R

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The 2008 Research Assessment Exercise (RAE) in the United Kingdom provides a further opportunity to consider changing trends and patters in retail research, following on a previous commentary (Dawson et al. 2004). This comparison with shows that pressures continue to mount and are impacting retail knowledge creation and dissemination practices, not least in terms of those engaged in retail research, the topics and approaches utilised, the publication tactics and strategies and thus the standing of retail research in the UK and its reputation internationally.

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A categorization of small retailer research streams: What does it portend for future research?

Cited by 103 publications

References 113 publications

The multilevel effect of marketing activities on sales, revenue and profitability in a micro-enterprise

The multilevel effect of marketing activities on sales, revenue and profitability in a micro-enterprise

Coopetition, Resource-Based View and Legend: Cases of Christmas Tourism and City of Rovaniemi

The UK Research Assessment Exercise (RAE 2008) and retail research output

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