An empirically derived taxonomy of retailer pricing 4 and promotion strategies

  title={An empirically derived taxonomy of retailer pricing 4 and promotion strategies},
  author={Ruth N. Boltona and Venkatesh Shankarb},
  • Ruth N. Boltona, Venkatesh Shankarb
  • Published 2003
10 Most research categorizes grocery retailers as following either an Every Day Low pricing (EDLP) or a High Low (Hi-Lo) pricing strategy at a store or chain level, whereas this paper studies retailer pricing and promotions at a brand-store level . It empirically examines 1,364 brand-store combinations from 17 chains, 212 stores and six categories of consumer package goods in five U.S. markets. Retailer pricing and promotion strategies are found to be based on combinations of four underlying… CONTINUE READING
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