European Retail Research (eBook)

Prof. Dr. Dirk Morschett, University of Fribourg, Switzerland Prof. Dr. Thomas Rudolph, University of St. Gallen, Switzerland Prof. Dr. Peter Schnedlitz, Vienna University of Economics and Business Administration, Austria PD Dr. Hanna Schramm-Klein, Saarland University, Germany Prof. Prof. h.c. Dr. Bernhard Swoboda, University of Trier, Germany

Preface of the Editors 6
Preface of the Founder of the Series Vorwort des Gründers der Serie 8
Contents 9
Social Media: A New Frontier for Retailers? 10
Abstract 10
Keywords 10
1. Introduction 11
2. The Internet / Web 2.0 as Commercial Platform 11
3. What is Web 2.0 (or Social Media)? 14
4. Web 2.0 and Retailing: E-tailing in the Social Internet 19
5. The Web 2.0 as a Marketing Tool 22
6. Web 2.0 in Practice: Effects on the Customer Decision-Making Process 24
7. Engaging the Web 2.0 as a Marketing Tool: The Passive and Active Ways 25
8. Web 2.0 Adoption: Facts and Prospects 30
9. Limitations of the Study and Issues for Further Research and Conclusions 32
Notes 33
References 34
International Retail Divestment: Reviews, Case Studies and ( E) merging Agenda 38
Abstract 38
Keywords 38
1. Introduction 39
2. Framing the Understanding of International Retail Divestment 40
3. Researching International Divestment: What Have we Done? 43
4. Placing International Retail Divestment into the “Big Picture” 49
5. (E)merging Agenda 50
Appendix 52
References 56
Exploring the Power of Adaptive Selling Techniques on Consumers’ Buying Behaviour 59
Abstract 59
Keywords 59
1. Personal Selling in Consumer Stores - Importance and Challenges 60
2. Theoretical Background and Conceptual Framework 60
3. Hypotheses Development 62
4. Methodology and Hypotheses Testing 66
5. Results and Discussion 69
Appendix 70
References 71
Measurement of Attitude Toward Private Labels: A Replication and Extension 77
Abstract 77
Keywords 77
1. Introduction 78
2. Private Labels in Europe and Germany 79
3. Attitude Toward Private Labels 80
4. Replication Study 82
5. Conclusions 87
Appendix 90
References 90
Determinants of Relationship Continuity between Fashion Retailers and Suppliers in Brazil 94
Abstract 94
Keywords 94
1. Introduction 95
2. Theoretical Foundations 97
3. Methodology 103
4. Empirical Findings 106
5. Comparative Results of Different Retail Formats 111
6. Conclusions 115
Notes 118
References 119
The Impact of Communication on Satisfaction and Loyalty in the Franchise System: Subjective Viewpoints of Franchisees 123
Abstract 123
Keywords 123
1. Introduction 124
2. Research Framework and Hypotheses 125
3. Methods 130
4. Results 132
5. Conclusions and Implications 135
Appendix 137
Reference 138
Multinationals in Central and Eastern Europe: A Case Study of International Expansion by a Slovenian Retailer 143
Abstract 143
Keywords 143
1. Introduction 144
2. Conceptual Background of the Study 145
3. Research Methodology 147
4. Case Study Conclusions 158
Appendix 160
Notes 161
References 161
Potentials of RFID Application in Retailing: A Conjoint- based Preference Analysis 164
Abstract 164
Keywords 164
1. Introduction 165
2. Conceptual Framework and Constructs 166
3. Methodology 168
4. Results and Discussion 172
5. Consequences 178
References 179
Retailing in France: Overview and Key Trends / What’s up? 182
Abstract 182
Keywords 182
1. Introduction 183
2. Retailing in France: The Main Firms in the Main Sectors 183
3. New Environment and New Strategies 196
4. Conclusion 206
References 207
The Austrian Retail Market: A Profile 211
Abstract 211
Keywords 211
1. Introduction 212
2. History 212
3. The Austrian Retail Market 214
4. Industry Analysis and Trends 226
5. Conclusion 228
Notes 228
References 229

Social Media: A New Frontier for Retailers? (p. 1)

Efthymios Constantinides, Carlota Lorenzo Romero and Miguel A. Gómez Boria

Abstract

During the last two decades the retailing industry is finding itself in a state of constant evolution and transformation. Globalization, mergers and acquisitions, and technological developments have drastically changed the retailing landscape. The explosive growth of the Internet has been one of the main catalysts in this process. The effects of the Internet have been mostly felt in retail sectors dealing mainly with intangibles or information products.

But these are not likely to be limited to these sectors, increasingly retailers of physical products realize that the empowered, sophisticated, critical and well-informed consumer of today is essentially different to the consumer they have always known. The web, and particularly what is known as Social Media or Web 2.0, have given consumers much more control, information and power over the market process, posing retailers with a number of important dilemmas and challenges.

This article explains what the new face of the Internet, widely referred to as Web 2.0 or Social Media, is, identifies its importance as a strategic marketing tool and proposes a number of alternative strategies for retailers. Implementing such strategies will allow retailers not only to survive, but also create competitive advantages and thrive in the new environment.

Keywords

Social Media, Web 2.0, Retailing, Internet Retailing, Customer Behaviour, Online Strategy

1. Introduction

Fifteen years after its commercial launching, the Internet has become the second most important distribution channel (after high street retailing) and a major source of customer information and empowerment (Urban 2003, 2005, Constantinides/Fountain 2008). A number of recent developments in this field threaten to further weaken the role of traditional retailing in a number of sectors where retailers and intermediaries have always played an important role.

Music, entertainment, press, printing/publishing and traditional travel agents are some of the branches that have already felt the negative effects of Internet-enabled disintermediation. The web has made possible the direct contact between producers and consumers, making the physical retailer of information-based products or intangibles redundant.

These developments are widely seen as effects of the Internet evolution and have been extensively discussed and debated. However, over the last three years, a new generation of online tools, applications and approaches such as blogs, wikis, online communities and virtual worlds, commonly referred to as Web 2.0 or Social Media, are increasingly attracting the attention of practitioners and, recently, of academics.

As often happens when revolutionary innovations become booming business, research and theoretical underpinning on the Web 2.0 issue is still very limited and there is not even a generally accepted definition. What most people would agree though is that a fundamental element of Web 2.0 is what is widely known as Customer-Generated Content (CGC): besides extracting value, users also add value to Web 2.0 applications and processes by generating, reviewing, editing and disseminating content.

Direct customer involvement and CGC result in powerful network effects and users’ communities (O’Reilly 2005).