Autori
Grandi, Sebastiano
Fornari, Edoardo

Titolo
Le leve della competizione assortimentale
Periodico
Mercati e competitività
Anno: 2009 - Fascicolo: 3 - Pagina iniziale: 71 - Pagina finale: 90

Retailer assortment competition - The aim of this paper is to in-depth analyze assortment as a key-dimension of competition between grocery retailers. Supermarkets located in the same area are generally characterized of a part of product range which is the same as the one proposed by direct competitors. Each retailer tends to frequently monitor this kind of products and brands, which are directly comparable, in order to well know pricing strategies of other retailers. However, in the actual hyper-competitive markets, large retailers need to find out new sources of competitive advantage, different from low pricing. So that it could be useful to focus attention on the exclusive part of assortments, which is a great differentiation (and non-price) lever.

Keywords: assortments, competition, superposition, modern trade, differentiation, exclusiveness

Parole chiave: assortimenti, competizione, sovrapposizione, distribuzione moderna, differenziazione, esclusività



SICI: 1826-7386(2009)3<71:LLDCA>2.0.ZU;2-Q
Testo completo: http://www.francoangeli.it/riviste/Scheda_Rivista.aspx?IDArticolo=37329&Tipo=Articolo PDF

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