Beruflich Dokumente
Kultur Dokumente
NON-STORE RETAILING:
EXPLORING THE GREAT
MERCHANTS FRAMEWORK
IBS Hyderabad
VICTORIA L. CRITTENDEN & ELIZABETH J. WILSON.
(JOURNAL OF STRATEGIC MARKETING (2002)
Saurabh Shekhar
07bs3884
OBJECTIVE
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retailing success, GMF; within the context
of non store retailing, in particular direct
selling.
2
NON-STORE RETAILING
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3
DIRECT SELLING AS NON-STORE
RETAILING
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• Person to Person
• Party Plans
4
DIRECT SELLING
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particularly effective strategy for
products/services with high personal
selling elasticity.
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6
THE GREAT MERCHANTS FRAMEWORK
Miller and Merrilees (2000):
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Criterion 1: clear market positioning or a
clear retail strategy (in general).
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8
THE GREAT MERCHANTS FRAMEWORK
identifiescomponents of retail success and
offers a process for exploration
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the process associated with analyzing
retail success in light of the GMF requires
a historiographic analysis.
implications Chronology
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reevaluate Critical decisions
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Operation & retail mix
ALCAS CORPORATION: SUCCESS
FACTORS
diversifying the product within clearly defined
limits.
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clear market positioning in its distribution
strategy.
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retailing theorists and practitioners alike.
for
diagnosing and understanding where
they are and how they might change in
order to achieve increased levels of
success.
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IBS Hyderabad
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THANK YOU!