skip to main content
Language:
Search Limited to: Search Limited to: Resource type Show Results with: Show Results with: Search type Index

Emerging Market Retail: Transitioning from a Product-Centric to a Customer-Centric Approach

Journal of retailing, 2021-12, Vol.97 (4), p.597-620 [Peer Reviewed Journal]

2021 New York University ;2021. New York University ;ISSN: 0022-4359 ;EISSN: 1873-3271 ;DOI: 10.1016/j.jretai.2021.01.008

Full text available

Citations Cited by
  • Title:
    Emerging Market Retail: Transitioning from a Product-Centric to a Customer-Centric Approach
  • Author: Gupta, Shaphali ; Ramachandran, Divya
  • Subjects: Brand loyalty ; Business metrics ; Business operations ; Consumers ; Customers ; Electronic commerce ; Emerging Markets ; Marketing ; Organized and Unorganized Retailers ; Performance Metrics ; Retail Analytics ; Retail stores ; Retail Value Chain ; Strategic Matrix ; Value chain
  • Is Part Of: Journal of retailing, 2021-12, Vol.97 (4), p.597-620
  • Description: [Display omitted] •Emerging market retailers need to achieve customer-centric performance metrics.•Insights from relevant analytics are required to attain these performance metrics.•Strategy matrix identifies relevant analytics to achieve these performance metrics.•Firm-specific and macro-level conditions influence retailers’ analytics adoption.•The analytics adoption journey varies across emerging market retail formats. In an environment with digital disruptions, retailers must adopt a customer-centric approach to survive and compete effectively. Retailers need to be agile and forward-looking in adopting the relevant analytics and performance metrics to bring a customer-centric approach across upstream and downstream activities in the retail value chain. However, retailers in emerging markets (EMs) need clarity on the specific analytics and performance metrics in the value chain that will enable them to transition from their current product-centric state to the desired customer-centric state. Employing a triangulation approach (i.e., literature review, marketplace evidence, and managerial interviews) in the fragmented retail landscape of EMs, this study provides an organizing framework that explains: (i) the need for a customer-centric approach across the retail value chain, (ii) the specific performance metrics that need to be adopted across upstream and downstream activities in the retail value chain to enable EM retailers to achieve their desired customer-centric state, and (iii) the role of analytics in providing insights to achieve these performance metrics and improving monetary and non-monetary firm performance outcomes. We also provide firm-specific and macro-level conditions that can influence the EM retailers’ adoption of relevant analytics and explain the different paths retail formats can follow to adopt analytics. We present a strategy matrix that enables retail managers to identify the appropriate analytics to be adopted at different retail value chain stages to achieve desired performance metrics. We also highlight future research opportunities in retailing in EMs.
  • Publisher: Greenwich: Elsevier Inc
  • Language: English
  • Identifier: ISSN: 0022-4359
    EISSN: 1873-3271
    DOI: 10.1016/j.jretai.2021.01.008
  • Source: ProQuest One Psychology
    AUTh Library subscriptions: ProQuest Central
Back to results list
INSPIRE LIBRARY - TON DUC THANG UNIVERSITY (84-028) 37 755 057 Feedback
19 Nguyen Huu Tho St. Dist.7, HCM thuvien@tdtu.edu.vn

Copyright © 2017 INSPIRE LIBRARY - TON DUC THANG UNIVERSITY

Searching Remote Databases, Please Wait