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当零售商放弃一个产品品类时会发生什么?:探究终止烟草销售的后果

What Happens When a Retailer Drops a Product Category? Investigating the Consequences of Ending Tobacco Sales

Marketing Science · 2021
被引 8
人大 AFT50UTD24ABS 4*

中文导读

研究零售商从产品组合中完全移除一个品类(如烟草)后,对行业内竞争对手业绩产生的跨品类溢出效应。

Abstract

The paper measures the cross-category spillover effects of a retailer changing its assortment at the extensive margin (by dropping an entire category from its portfolio) on the outcomes for its rivals in the industry.

零售品类管理溢出效应产业组织