Skip to main content

The retail accordion and assortment strategies: an exploratory study

Buy Article:

$53.17 plus tax (Refund Policy)

Abstract:

Retailer merchandise assortments need to be constantly reviewed and developed to retain existing and attract new customers. Diversification and specialization are two extreme assortment strategies which are periodically pursued by retailers, forming the basis of the retail accordion theory. While this theory attempts to synthesise the patterns of diversification and specialization, empirical research into the factors explaining variations in diversification and specialization decisions tends to be sparse and anecdotal. This paper focuses on the rationale behind the contrasting assortment strategies of two retail sectors. It presents an exploratory study of ten UK retail multiples. The results of in-depth interviews with senior managers are discussed, the possible constraints on portfolio innovation are determined and the retailer perceptions of the extent of diversification are identified.

Keywords: ASSORTMENT; MERCHANDISE STRATEGY; RETAIL ACCORDION

Document Type: Research Article

DOI: http://dx.doi.org/10.1080/095939699342598

Publication date: April 1, 1999

More about this publication?
routledg/rirr/1999/00000009/00000002/art00001
dcterms_title,dcterms_description,pub_keyword
6
5
20
40
5

Access Key

Free Content
Free content
New Content
New content
Open Access Content
Open access content
Subscribed Content
Subscribed content
Free Trial Content
Free trial content
Cookie Policy
X
Cookie Policy
Ingenta Connect website makes use of cookies so as to keep track of data that you have filled in. I am Happy with this Find out more