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Published in:
2014 | OriginalPaper | Chapter
Differentiation in Online Retailing from a Consumer’s Perspective – A Repertory Grid Approach
Authors : Julian Kellner, Dipl.-Kfm., Gerhard Wagner, Dipl.-Kfm., Assoc. Prof. Dr. Stephan Zielke, Prof. Dr. Waldemar Toporowski
Published in: European Retail Research
Publisher: Springer Fachmedien Wiesbaden
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Due to the highly competitive nature of the online retail environment, differentiation strategies are import for online retailers to gain competitive advantages and achieve a unique positioning on the market. However, little is known about perceptual dimensions used by consumers to make a distinction between online retailers. The present study addresses this research gap by using a repertory grid approach to identify points of difference between online retailers from a consumer’s perspective. The results have important implications for positioning strategies of online retailers and research on online store formats.