It is often claimed that discounters are able to succeed by “free-riding” on the pre-sale consumer services, depth of assortment, convenient location, and the brand/product image created supplied by full-service retailers. Although free-riding has been argued to affect the competition of brands within an industry, it is rarely identified as potential determinant of industry viability. Using the wallpaper industry as a case study, we analyze the marketing history of this industry over a 30-year period to illustrate how retail free-riding has potentially contributed to the radical decline in size and profitability of an entire market. Possible implications for distribution channel policy and pricing practices are also discussed.
Weitere Kapitel dieses Buchs durch Wischen aufrufen
Bitte loggen Sie sich ein, um Zugang zu diesem Inhalt zu erhalten
Sie möchten Zugang zu diesem Inhalt erhalten? Dann informieren Sie sich jetzt über unsere Produkte:
- Retail Free-Riding: The Case of the Wallpaper Industry
Paul W. Farris
S. Umit Kucuk