Geomarketing as an important element of a food retailer’s business model: A managerial view

IF 0.6 Q4 ECONOMICS
Pavol Kita, Grzegorz Maciejewski, Marta Žambochová, F. Križan
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引用次数: 0

Abstract

The aim of the study is to explore how geomarketing becomes a key element in managing the business model (BM) of an established retailer on the food market. The survey sample comprised 244 stores, whose managers were questioned by means of a semi-structured interview in 2021. Cluster analysis was used to assess 40 statements from the managers about the BMs of the current store. The resulting clusters indicate, among others, that large retailers devote more and more attention to the analysis of a territory, and their decision-making deepens even more due to the use of a multi-format strategy on the food market. The article contributes to the discussion about the market within geomarketing research in terms of both theory and practice at a time when the population’s income is expected to decrease due to several crises, for example, health-economic and energy, on the food market.
地理营销是食品零售商商业模式的重要组成部分:管理视角
本研究旨在探讨地理营销如何成为食品市场上一家老牌零售商管理商业模式(BM)的关键因素。调查样本包括 244 家商店,于 2021 年通过半结构式访谈对其经理进行了询问。聚类分析用于评估经理们关于当前商店经营模式的 40 项陈述。得出的聚类结果表明,大型零售商越来越重视对一个地区的分析,由于在食品市场上采用多业态战略,他们的决策更加深入。由于食品市场面临健康-经济和能源等多重危机,预计居民收入将有所下降,在这种情况下,文章从理论和实践两方面,对地理营销研究中有关市场的讨论做出了贡献。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
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13
审稿时长
25 weeks
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