Indian Journal of Marketing
By: Associated Management Consultants (P) Ltd.Single Issue
Single Issue
- IJM-March12-Article6-Product Strategies and Advertising In Small Firms: A Study of Punjab Units
- Price : 80.00
- Published on March 17, 2013
- Associated Management Consultants (P) Ltd.
- Issues 520
- Language - English
- Published monthly
About this issue
Supermarket retailers in India are amidst fierce competition from not just their Indian counterparts, but also from strong foreign players. The only way out for survival is through attainment of competitive advantage. Though competitive advantage has always been at the heart of firms operating in the increasingly competitive retail environment, the concept of competitive-centric retail strategy is slowly losing ground in terms of its effectiveness in enabling Indian supermarket retailers to attain a competitive advantage. In view of the same, this paper attempts to devise a conceptual framework on customer-centric retail strategy for enabling supermarket retailers to attain a competitive advantage. The influence of intervening variables that have added to the need for attaining a competitive advantage have been considered and the performance outcomes of employing the customer-centric strategy have also been detailed in this paper. Keywords: Supermarket retailers, competitive advantage, customer-centric strategy, superior performance
About Indian Journal of Marketing
INDIAN JOURNAL OF MARKETING (ISSN 0973-8703) is a double blind peer reviewed refereed monthly journal, which was started in 1968. It is the oldest and the only monthly journal of Marketing in India. It is an authentic research publication dealing with Marketing; Advertising; Consumer Behaviour; Sales Management; Advertising & Promotion Management; Business Education; Business Information Systems (MIS); Business Law; Communication; Direct Marketing; E-Commerce; Global Business; Health Care Administration; Marketing Research; Marketing Theory & Applications; Office Administration/Management; Organizational Development; Production/Operations; Public Administration; Retailing; Sales/Selling; Services; Tourism, Hospitality & Leisure; and Industrial Organization.