Looking Behind the Scenes of Shop-in-Store-Concepts: Conceptual Framework Outlining Four Routes to Success

Marco Mossinkoff University of Amsterdam, The Netherlands

Willem Smit Erasmus University, The Netherlands

Abstract
Increasing retail concentration and the growing reliance of both producers and retailers on their brand make producer-distributor relationships in many fast moving goods industries a critical factor for delivering customer value. A shop-in-store agreement (SISC) is a clear example of how collaboration between producer and distributor is developing to become a long-term oriented working partnership. Research on such kind of working partnerships has been conducted focussing on the marketing-mix elements that determine the success of such retail concepts. We want to extend the analysis of a SISC including the concepts of structure of the relationship, fairness and consider success as consisting of satisfaction and commitment. An extention of the extant literature is proposed based on insights from the marketing channels literature. Four routes to success are proposed as a result: 1) one winning format; 2) one winning arrangement structure; 3) fair division of outcomes; and 4) fair dealings with partner.

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Reference:	Mossinkoff, M., Smit, W. (2001). "Looking Behind the Scenes of Shop-in-Store-Concepts: Conceptual Framework Outlining Four Routes to Success," University of Amsterdam, Netherlands . Sprouts: Working Papers on Information Systems, 1(2). http://sprouts.aisnet.org/1-2
Keywords:	shop-in-store, concession, co-operation, retail
Item Type:	Article - Volume 1 Article 2 (2001)
Language:	English
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