2016上海财经大学学术讲座：Selling through mom and pop: Traditional retail channel selection in megacities

一、主题

       Selling through mom and pop: Traditional retail channel selection in megacities

二、报告人

       Jiwen Ge  Eindhoven University of Technology  Ph.d candidate

三、时间

       2016-12-02  10:00 至 11:30

四、地点

       国际工商管理学院206

五、报告人背景介绍

       Mom and Pop stores are traditional small independent retailers that are present in large numbers in the megacities of the developing world. In the aggregate, they often represent the largest sales channel for Consumer Goods Manufacturers, who can choose to deliver to this channel either directly - visiting tens of thousands of stores per day - or via wholesalers - saving on distribution cost but forfeiting the direct access to the store owners to promote their brands and develop demand. We study the decision of the manufacturer whether to deliver directly to the nanostores or whether to use the wholesale channel strategy, and characterize the optimal policy. We show that the decision depends on two key characteristics of each channel strategy, namely the absolute profitability of the channel strategy, which is based on the gross sales margin and the logistics operating cost, and the growth-adjusted profitability of each channel strategy, which also factors in the growth potential of each channel strategy