Readings & Assignment Case Summary for Retail & Omnichannel Marketing (All Papers (Mandatory + Optional) + Team Assignment Case 1 and 2)
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Course
Retail & Omnichannel Marketing (EBM880B05)
Institution
Rijksuniversiteit Groningen (RuG)
The best readings summary for Retail & Omnichannel Marketing for MADS and Marketing Management, it includes: All Readings (Mandatory + Optional), Team Assignment Case 1 and 2. Enhanced with a dynamic table of contents and meticulous organization for readability and easy studying. 100% of profit fro...
SUMMARY OF ALL READINGS
INCLUDING OPTIONAL AND MANDATORY READINGS .
Note: Week 3 and 6 are Assignment presentation weeks, hence no lectures or readings.
E n h a n c e d w i t h a d y n a m ic t a b le o f c o n t e n t s .
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Table of Contents
Week 1............................................................................................................... 6
Reading 1: Loyalty Formation for Different Customer Journey Segments ....... 6
Reading 2: Online and offline retailing ............................................................ 9
Reading 3: The impact of digital transformation on the retailing value chain
..................................................................................................................... 11
Reading 4: Towards the identification of customer experience touch point
elements ....................................................................................................... 14
Week 2............................................................................................................. 17
Reading 5: Hedonic shopping motivations .................................................... 17
Reading 6: Shopper-Facing Retail Technology............................................... 20
Reading 7: The Interplay Among Category Characteristics, Customer
Characteristics, and Customer Activities on In-Store Decision Making.......... 24
Week 4............................................................................................................. 29
Reading 8 – Assortment: Consumers’ Perceptions of the Assortment Offered
in a Grocery Category: The Impact of Item Reduction .................................. 29
Abstract / Key Takeaway (in-short) ............................................................ 29
Reading 9 – Assortment: How does assortment affect grocery store choice?
..................................................................................................................... 31
Abstract / Key Takeaway (in-short) ............................................................ 31
Key Takeaways (in-depth) .......................................................................... 31
Reading (not for exam) – Useful for Assignment 2 on assortment: How Many
Versions of a Product Do Consumers Really Want? ...................................... 33
Key Findings: .............................................................................................. 33
Reading (not for exam) – Useful for Assignment 2 on assortment: Which
products should you stock? .......................................................................... 34
Key Findings: .............................................................................................. 34
Week 5............................................................................................................. 35
Reading 10 – Promotion: Is 75% of the Sales Promotion Bump Due to Brand
Switching? No, only 33% Is ........................................................................... 35
Abstract / Key Takeaway (in-short) ............................................................ 35
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