Store within a Store

Journal of Marketing Research - Tập 47 Số 4 - Trang 748-763 - 2010
Kinshuk Jerath1, Z. John Zhang1
1Tepper School of Business, Carnegie Mellon University

Tóm tắt

In a store-within-a-store arrangement, retailers essentially rent out retail space to manufacturers and give them complete autonomy over retail decisions, such as pricing and in-store service. This intriguing retailing format appears in an increasing number of large department stores worldwide. The authors use a theoretical model to investigate the economic incentives a retailer faces when deciding on this arrangement. The retailer's trade-off is between channel efficiency and interbrand competition, moderated by returns to in-store service and increased store traffic. The retailer cannot credibly commit to the retail prices and service levels that the manufacturers effect in an integrated channel, so it decides instead to allow them to set up stores within its store. Thus, the stores-within-a-store phenomenon emerges when a powerful retailer, ironically, gives manufacturers autonomy in its retail space. An extension of the model to the case of competing retailers shows that the store-within-a-store arrangement can moderate interstore competition.

Từ khóa


Tài liệu tham khảo

AndersonGeorge (2005), “Boutiques ‘R’ In at Bloomie's and Field's,” RetailWire Discussions: Store-Within-a-Store, (August 11), (accessed April 21, 2010), [available at http://www.retailwire.com].

AndersonGeorge (2006), “J.C. Penney Gives Sephora Store-Within-Store Space,” RetailWire Discussions: Department Stores, (April 12), (accessed April 21, 2010), [available at http://www.retailwire.com].

10.2307/2555414

10.1287/mksc.20.2.143.10190

Binkley Christina, 2009, The Wall Street Journal, D1

10.1016/S0022-4359(01)00048-3

10.2307/2098466

10.1287/mksc.10.4.271

Cotton, Inc. (1998), “Selling a Lifestyle Image Through Vendor Shops,” Lifestyle Monitor, (July 2), (accessed April 21, 2010), [available at http://www.cottoninc.com/lsmarticles/?articleID=295].

10.1287/mksc.4.2.110

10.1016/j.ijresmar.2004.03.003

10.1287/mnsc.35.2.226

10.1023/B:QMEC.0000017033.09155.12

10.1509/jmkr.43.1.84

10.1287/mksc.1060.0239

GlassmanSara (2006), “Nordstrom Woos High-End Shoppers with Chanel Boutiques,” Star Tribune, (December 28), (accessed April 21, 2010), [available at http://www.luxuryinstitute.com/doclib/doclib_popup.cgi?file=198-ad1f2fe7765f0b82632c25e60d5fcc92.pdf].

GNC (2008), “GNC Corporation Annual Report,” Form 10-K, filed with the U.S. Securities and Exchange Commission, (March 14).

10.1287/mksc.14.4.360

10.1287/mksc.17.4.338

10.1509/jmkr.40.1.80.19134

10.1287/mksc.2.3.239

10.1287/mksc.19.2.127.11805

10.1287/mksc.18.1.59

KirkPatricia (2003), “Double Duty,” Retail Traffic, (December 1), (accessed April 21, 2010), [available at http://retailtrafficmag.com/design/trends/retail_double_duty/].

10.1287/mksc.1060.0206

10.1287/mksc.9.4.299

10.1287/mnsc.44.7.935

10.1287/mksc.16.3.185

Li Jia, 2009, “What Happens When Manufacturers Perform the Retailing Functions? An Empirical Study of a New Channel Structure in a Retail Store,”

10.1287/mksc.2.2.161

Sridhar Moorthy K., 1988, Marketing Science, 1, 335

O'Connell Vanessa, 2009, The Wall Street Journal, Al

PriorMolly (2003), “FAO Softens Chapter 11 News, Pens In-Store Boutique Deal at Saks,” DSN Retailing Today, (March 10), (accessed April 21, 2010), [available at http://findarticles.com/p/articles/mi_m0FNP/is_5_42/ai_98998087/?tag=content;col1].

10.1287/mksc.1040.0081

Sears (2003), “KB Toys and Sears Extend Relationship,” news release, (October 7).

10.2307/2601011

10.2307/2555525

10.1287/mnsc.44.7.896

10.2307/2118495

Thông tin
Thông tin xuất bản

Journal of Marketing Research

Tập 47 Số 4

748-763

Thông tin tác giả