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The links between sales and retail distribution: An overview and case study of alcoholic beverages
Applied Marketing Analytics: The Peer-Reviewed Journal,
3
(4),
353-362
(2017)
Abstract
An understanding of the effect of widening retail distribution on sales is useful for both producers and retailers. A key difficulty in dealing with this interaction is the ‘chicken or egg’ problem: wider distribution leads to higher sales, but higher sales also lead to wider distribution. This paper discusses the interaction between the push and pull factors that determine the distribution–sales relationship, and then discusses a novel quasi-experiment that identifies the one-way, causal effect of distribution on sales.
Keywords: retail distribution; push-pull models; markets for alcoholic beverages
The full article is available to subscribers to the journal.
Author's Biography
Richard Friberg is Jacob Wallenberg Professor of Economics at the Stockholm School of Economies and an adjunct professor at the Norwegian School of Economics. His work on retail competition has been published widely and he also works as a consultant in this field. His research has also focused on risk management and he is the author of ‘Managing Risk and Uncertainty: A Strategic Approach’ (MIT Press).
Mark Sanctuary is Wallander Postdoctoral Research Fellow at the Department of Economics, Stockholm School of Economics. Mark obtained his PhD from Stockholm University. His research interests include environmental economics, trade economics and marketing. Methodologically, Mark applies econometric techniques to detailed microeconomic datasets to test competing theories of consumer and firm behaviour.
Citation
Friberg, Richard and Sanctuary, Mark (2017, November 7). The links between sales and retail distribution: An overview and case study of alcoholic beverages. In the Applied Marketing Analytics: The Peer-Reviewed Journal, Volume 3, Issue 4. https://doi.org/10.69554/QVHS7832.
© Henry Stewart
Publications LLP
Publications LLP