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A multi-tier approach to supply chain collaboration: implications of shopper solutions

Authors
Newman, ChristopherGligor, DavidCho, Yoon-Na
Issue Date
1-Jan-2022
Publisher
EMERALD GROUP PUBLISHING LTD
Keywords
Buyer-supplier relationships; Retail logistics; Supplier management
Citation
INTERNATIONAL JOURNAL OF LOGISTICS MANAGEMENT, v.34, no.6, pp 1759 - 1780
Pages
22
Journal Title
INTERNATIONAL JOURNAL OF LOGISTICS MANAGEMENT
Volume
34
Number
6
Start Page
1759
End Page
1780
URI
https://scholarworks.bwise.kr/hongik/handle/2020.sw.hongik/32953
DOI
10.1108/IJLM-08-2021-0403
ISSN
0957-4093
1758-6550
Abstract
Purpose The authors explored the impact of a popular supply chain collaboration initiative - the shopper solution - on both retailers and manufacturers, as well as on the shopper. Design/methodology/approach The authors conducted a quasi-experimental field study, an experimental online study and an experimental behavioral lab study. Findings Overall, results revealed that shopper solutions increase the quantity and breadth of displayed products sold, along with sales totals. Shoppers also expressed higher willingness-to-pay (WTP) for products displayed in solutions. Shoppers positively (negatively) attributed the presence (absence) of solutions more strongly to retailers than to manufacturers due to perceived differences in manufacturers' concern for shoppers. Specifically, shoppers expressed higher (lower) word-of-mouth (WOM) and loyalty intentions toward retailers than manufacturers when solutions were (not) provided. Originality/value The authors provide a more holistic view of supply chain collaboration by showing how different chain members (retailers vs manufacturers) can experience disparate benefits from collaboration. The authors explain this within the context of shopper solutions by demonstrating that differences in perceived concern for shoppers underlies these effects. Thus, findings suggest that shopper marketing initiatives, such as solutions, are not always "win-win-win" outcomes for retailers, manufacturers and shoppers as intended. Overall, this is the first research to assess the implications of shopper solutions for retailers, manufacturers and shoppers, alike.
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