Abstract
Cornering consists in the assignment of a physical selling space to a producer by a retailer.
Therefore, traditional cornering has the objective of trengthening the value proposition of distribution and industry in the final buyer’s mind enhancing the value for the customer by a combination of the efforts inside the physical space.
Traditional cornering is characterised by distinctive specific advantages for the manufacturing companies and for the retailers.
Virtual cornering overcomes the restraints imposed by the physical space of the competition. The ideal environment for virtual cornering is linked to range and off-range products, and to demand bubbles.
Keywords
Full Text:
PDFNBN: http://nbn.depositolegale.it/urn%3Anbn%3Ait%3Aunimib-12502
DOI: http://dx.doi.org/10.4468/2002.1.07martinelli
References
Refbacks
- There are currently no refbacks.
________________________________________________________________________________________________________
UNIVERSITY OF MILAN-BICOCCA Piazza dell'Ateneo Nuovo 1, 20126 Milan, Italy Tel. +390264486301; Fax. +390264486303 - email: symphonya@unimib.it