Research Insight 10.2

Throughout the textbook reference is made to seminal academic papers (as part of the Research Insights features) that can assist you in the further development of your understanding of a particular concept or theory that has been introduced. Organized by chapter, this resource provides links to these seminal papers.

Please note that your institution will require a subscription to the relevant journal for you to access the full text of the articles. If you are unsure how to do this, please contact your university librarian. Often professional bodies, such as the Chartered Institute of Marketing, also offer access to journals via their library services. Alternatively, you can purchase the articles directly from the source website.

 

Source: Glynn, M.S., Brodie, R.J., and Motion, J. (2012), ‘The benefits of manufacturer brands to retailers’, European Journal of Marketing, 46(9), 1127-49.

Abstract: The abstract for this paper can be found at the following link:
http://www.emeraldinsight.com/doi/abs/10.1108/03090561211247856

Insight: In this paper, the authors discuss the key value and benefits consumers derive from retailing. They consider the key benefit of convenience in retailing strategy from a customer’s perspective. Convenience means speed and ease, and consists of four key elements—access, search, possession, and transaction.

URL:
http://www.emeraldinsight.com/doi/abs/10.1108/03090561211247856

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