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Market environment, assortment policy, and performance of small retailers

journal contribution
posted on 01.11.2012, 00:00 authored by J Cadeaux, Chris DubelaarChris Dubelaar
This study surveys small retail pharmacies to examine the relationship between managers’ perceptions of
local market environments, their stated assortment policies, and their reported performance levels for a
large product category. Managers report wider assortments when market diversity and market munificence
are high. In turn, wider assortments have a positive effect on reported relative category sales
and stock. In addition, market uncertainty has a direct negative effect on reported margins. This study
controls for both store space as well as the potential direct performance effects of the local market environment
faced by small retailers.

History

Journal

Australasian marketing journal

Volume

20

Issue

4

Pagination

250 - 259

Publisher

Elsevier

Location

Amsterdam, The Netherlands

ISSN

1441-3582

Language

eng

Publication classification

C1.1 Refereed article in a scholarly journal; C Journal article

Copyright notice

2012, Elsevier