Share these talks and lectures with your colleagues
Invite colleaguesPractice paper
Retailing in disruptive markets
Journal of Brand Strategy,
5
(3),
298-311
(2016)
Abstract
This is an examination of retail opportunities in highly volatile, disruptive markets. It is based on our more than ten years of field work and other research experience analysing retail in transitional economies. Our work has been informed by two assumptions: the useful knowledge of these markets requires learning both what they share in common in development sequencing and also how they differ; and that there is no single ‘right’ way to succeed commercially in a disruptive market. But there are certain attitudes, knowledge and capabilities that form the foundation of any successful business.
Keywords: disruption; serving the underserved; infrastructure; emergent formats; mobile connectivity; fast growth markets; low-income consumers; emerging economies
The full article is available to subscribers to the journal.
Author's Biography
David Marcotte is Kantar’s Senior Vice President for Retail Insights with a focus on cross-border retail, cross-industry processes and technology. He is an experienced leader of complex international teams, an executive consultant and developer of industry solutions. Before coming to Kantar, he was the business intelligence lead for retail, manufacturing and transportation for IBM for large data solutions, business intelligence and complex modelling. Mr Marcotte was in the retail industry for 20 years prior to both companies in every level of responsibility from the shop floor to executive management. He has also been a member of the Efficient Consumer Response (ECR) Category Management Standards Group, the Association for Retail Technology Standards (ARTS) and the IBM Academy of Sciences. He has helped write and edit widely varying studies and books such as ‘Retail in the Emergent Market’ for the Harvard Business Review, ‘Retail 2020’ for PricewaterhouseCoopers (PwC) and ‘The Data Warehouse Mentor’ with Robert Laberge.
Gwen Morrison has been devoted to helping companies create growth through more meaningful customer engagement. At The Store, Gwen is responsible for extending WPP’s leadership in commerce and retail innovation. She supports global resources for WPP group companies across the Americas. Gwen is a previous author for JBS and HBR. A frequent speaker at NRF and other international conferences such as CES, she is a guest lecturer at Northwestern University, U of C and U of A. Gwen also serves on the Advisory Board of Fashion Group International.
