| Article ID | Journal | Published Year | Pages | File Type |
|---|---|---|---|---|
| 10438959 | Journal of Retailing | 2016 | 8 Pages |
Abstract
- We study the differential effects of Wal-Mart entry across categories and brands.
- Premium and economy national brands are less vulnerable than mid-tier brands.
- Low market share national brands are the least vulnerable of all the brand groups.
- Non-food, promotion intensive, less concentrated categories are less vulnerable.
- Category and brand assortment differentiation can help in competing with Wal-Mart.
Keywords
Related Topics
Social Sciences and Humanities
Business, Management and Accounting
Marketing
Authors
Satheesh Seenivasan, Debabrata Talukdar,