A recent study in the INFORMS journal Marketing Science found small-format stores can have a big impact on large brand sales.
According to a recent study by Donald Ngwe of the Harvard Business School, "Why Outlet Stores Exist: Averting Cannibalization in Product Line Extensions," which was published by INFORMS, outlet store lifts the sales and profits of the flagship brand, instead of cannibalizing sales and profits.
Following the devastation caused by Hurricane Harvey in the Houston area, Anna Nagurney, INFORMS member and professor at the University of Massachusetts Amherst, discusses how game theory could help improve natural disaster response, in particular, better ensuring the right supplies are getting to those in need.
Julie Swann, NC State professor and INFORMS member, has been selected as the first female department head of the Edward P. Fitts Department of Industrial & Systems Engineering Department.
For brands, the limited assortments mean greater competition for shelf-space, raising the question of whether it is worth expending marketing effort and slotting allowances to get on to their shelves. According to a forthcoming study in the INFORMS journal Marketing Science, the answer is "yes." Gaining the same increase in distribution penetration from limited assortment stores provide much larger increases in sales, relative to that from large assortment stores.
Ashley Smith
Public Affairs Coordinator
INFORMS
Catonsville, MD
[email protected]
443-757-3578
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