TY - GEN
T1 - In-store Merchandisers – An Overlooked Strategic Asset for National Brand Manufacturers to Build Retailer Relationships and to Gain Product Visibility
AU - Meyer, Jan Hinrich
AU - Hernández, Eva Maria González
AU - Lomelí, Miguel Angel López
N1 - Publisher Copyright:
© 2020, The Editor(s) (if applicable) and The Author(s), under exclusive license to Springer Nature Switzerland AG.
PY - 2020
Y1 - 2020
N2 - Many national brand manufacturers are struggling to maintain or grow their market share as they face increased competition. In search for strategic responses to this issue, academic research frequently suggests building stronger retailer relationships as an answer to this development. We add to this stream of literature by investigating the role of the in-store merchandiser as a relationship-building agent for national brand manufacturers. Surprisingly, academic research on the effectiveness of the use of in-store merchandisers is scarce. By conducting an experimental field study, we investigate how increased investments in in-store merchandisers translate into better manufacturer performance. Furthermore, we show that these effects can be explained with increased relationship satisfaction for the store managers. Thereby we show that in-store merchandisers can help enhance manufacturer performance through an improved relationship with retailers and add a new strategy to the relationship building portfolio of manufactures.
AB - Many national brand manufacturers are struggling to maintain or grow their market share as they face increased competition. In search for strategic responses to this issue, academic research frequently suggests building stronger retailer relationships as an answer to this development. We add to this stream of literature by investigating the role of the in-store merchandiser as a relationship-building agent for national brand manufacturers. Surprisingly, academic research on the effectiveness of the use of in-store merchandisers is scarce. By conducting an experimental field study, we investigate how increased investments in in-store merchandisers translate into better manufacturer performance. Furthermore, we show that these effects can be explained with increased relationship satisfaction for the store managers. Thereby we show that in-store merchandisers can help enhance manufacturer performance through an improved relationship with retailers and add a new strategy to the relationship building portfolio of manufactures.
KW - In-store merchandising
KW - Relationship marketing
KW - Retailing
KW - Share-of-shelf
UR - https://www.scopus.com/pages/publications/85125293162
UR - https://www.webofscience.com/api/gateway?GWVersion=2&SrcApp=pure_univeritat_ramon_llull&SrcAuth=WosAPI&KeyUT=WOS:001342444300008&DestLinkType=FullRecord&DestApp=WOS_CPL
U2 - 10.1007/978-3-030-47764-6_8
DO - 10.1007/978-3-030-47764-6_8
M3 - Conference contribution
AN - SCOPUS:85125293162
SN - 9783030477639
T3 - Springer Proceedings in Business and Economics
SP - 65
EP - 73
BT - Advances in National Brand and Private Label Marketing - Seventh International Conference, 2020
A2 - Martinez-Lopez, Francisco J.
A2 - Gázquez-Abad, Juan Carlos
A2 - Breugelmans, Els
PB - Springer Science and Business Media B.V.
T2 - 7th International Conference on Research on National Brand and Private Label Marketing, NB and PL 2020
Y2 - 17 June 2020 through 20 June 2020
ER -