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MARKETING CHANNEL STRATEGY AND THE EFFECT OF CANNIBALIZATION ON RETAILING: A CONCEPTUAL OVERVIEW FROM MARKETING AND SUPPLY CHAIN PERSPECTIVE

Year 2016, Volume: 14 Issue: 2, 41 - 63, 23.04.2016

Işık Yumurtacı , Gülmüş Börühan , Pervin Ersoy

Abstract

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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Year 2016, Volume: 14 Issue: 2, 41 - 63, 23.04.2016

Işık Yumurtacı , Gülmüş Börühan , Pervin Ersoy

Abstract

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Details

Primary Language English
Journal Section Articles
Authors

Işık Yumurtacı

Gülmüş Börühan

Pervin Ersoy

Publication Date April 23, 2016
Published in Issue Year 2016 Volume: 14 Issue: 2

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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. 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. Journal of Management and Economics Research. April 2016;14(2):41-63. doi:10.11611/JMER805
Chicago Yumurtacı, Işık, Gülmüş Börühan, and Pervin 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 14, no. 2 (April 2016): 41-63. https://doi.org/10.11611/JMER805.
EndNote Yumurtacı I, Börühan G, Ersoy P (April 1, 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.
IEEE I. Yumurtacı, G. Börühan, and 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, vol. 14, no. 2, pp. 41–63, 2016, doi: 10.11611/JMER805.
ISNAD Yumurtacı, Işık et al. “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 (April 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. Journal of Management and Economics Research. 2016;14:41–63.
MLA Yumurtacı, Işık et al. “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, vol. 14, no. 2, 2016, pp. 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. Journal of Management and Economics Research. 2016;14(2):41-63.