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The Pros And Cons Of Retailers

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Retailers are trying to get in contact with the customer every day, and they probably succeed most of the times. Look around when you walk down the street: retailers are trying to get you into their stores by using various marketing tools (e.g. promotions, scent, or their store presentation) (van Herpen, van Nierop, & Sloot, 2012). Or pay attention to the online advertisements when you are visiting a random website: many retailers are trying to lure you to their own website. Retailers are influencing the customer every day, and therefore they are a big player in our market. This becomes clear when we look at the numbers: nowadays, retailers are accountable for ⅓ of the total household spending (i.e. 90 billion euros). Next to that, 10% of the Dutch population works at a retailer (Sloot & Voerman, 2014). A retailer is a business that sells products and/or services to consumers for their personal use or family use (Levy & Weitz, 2011). Dutta (2011) defines a retailer as “a business which sells goods to the consumer, as opposed to a wholesaler or supplier which normally sell their goods to another business’’ (p. 33). There are approximately 100.000 brick-and-mortar retailers, -retailers who possess physical stores-, in the Netherlands. However, this number is …show more content…

EO is a concept introduced by Mintzberg (1973), and further developed by authors like Lumpkin and Dess (1996), Covin and Slevin (1989), and Miller (1983). The relationship between EO and performance has been intensively studied during the last decade, in which researchers mostly agree that firms benefit from highlighting newness, responsiveness, and a degree of boldness (Lumpkin & Dess, 1996). This means that the literature generally agrees that EO positively influences performance (e.g. Wales, Gupta, & Moussa, 2013; Wiklund & Shepherd, 2003; Lee, Lee, & Pennings,

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