What is the Right Supply Chain for Your Shopper? Exploring the Shopper Service Ecosystem

JOURNAL OF BUSINESS LOGISTICS, pp. 185-197, 2016.

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Abstract:

The emergence of shopper marketing represents a major strategic force in consumer goods branding and retailing, and poses significant challenges to pre existing supply chain thought that most scholars have yet to address. In order to address the marketing and supply chain challenges presented by shopper marketing initiatives, scholars fro...More

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