European Retail Research GABLER RESEARCH Editors Dirk Morschett, University of Fribourg, Switzerland, [email protected] Thomas Rudolph, University of St
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Bernhard Swoboda, Dirk Morschett, Thomas Rudolph, Peter Schnedlitz, Hanna Schramm-Klein (Eds.) European Retail Research GABLER RESEARCH Editors Dirk Morschett, University of Fribourg, Switzerland, [email protected] Thomas Rudolph, University of St. Gallen, Switzerland, [email protected] Peter Schnedlitz, Vienna University of Economics and Business Administration, Austria, [email protected] Hanna Schramm-Klein, Saarland University, Germany, [email protected] Bernhard Swoboda, University of Trier, Germany, [email protected] EDITORIAL ADVISORY BOARD In the editorial advisory board, a number of distinguished experts in retail research from different countries support the editors: – Steve Burt, University of Stirling, UK – Gérard Cliquet, University of Rennes I, France – Enrico Colla, Negocia, France – Ulf Elg, Lund University, Sweden – Martin Fassnacht, WHU - Otto Beisheim School of Management, Germany – Marc Filser, University of Dijon, France – Thomas Foscht, California State University, USA – Huan Carlos Gázquez Abad, University of Almeria, Spain – Arieh Goldman, Hebrew University, Israel – Andrea Gröppel-Klein, Saarland University, Germany – Herbert Kotzab, Copenhagen Business School, Denmark – Michael Levy, Babson College, USA – Cesar M. Maloles III, California State University, USA – Peter J. McGoldrick, Manchester Business School, Manchester University, UK – Richard Michon, Ryerson University, Canada – Dirk Möhlenbruch, University Halle-Wittenberg, Germany – Heli Paavola, University of Tampere, Finland – Luca Pellegrini, IULM University Milan, Italy – Barry Quinn, University of Ulster, Northern Ireland – Will Reijnders, Tilburg University, The Netherlands – Thomas Reutterer, Vienna University of Economics and Business Administration, Austria – Jonathan Reynolds, Oxford, UK – Sharyn Rundle-Thiele, University of Southern Queensland, Australia – Brenda Sternquist, Michigan State University, USA – Gilbert Swinnen, Universiteit Hasselt, Belgium – Ikuo Takahashi, Keio University, Japan – Waldemar Toporowski, University of Goettingen, Germany – Volker Trommsdorff, Technical University Berlin, Germany – Gianfranco Walsh, Koblenz-Landau University, Germany – Barton Weitz, University of Florida, USA – Joachim Zentes, Saarland University, Germany Bernhard Swoboda, Dirk Morschett, Thomas Rudolph, Peter Schnedlitz, Hanna Schramm-Klein (Eds.) European Retail Research 2008 | Volume 22 GABLER RESEARCH Bibliographic information published by the Deutsche Nationalbibliothek The Deutsche Nationalbibliothek lists this publication in the Deutsche Nationalbibliografie; detailed bibliographic data are available in the Internet at http://dnb.d-nb.de. The 22nd Volume is sponsored by ”Jahrbücher zur Handelsforschung“ were first published at: Physica-Verlag (1986-1988) Gabler Verlag (1989-1999/2000) BBE-Verlag (2000/01-2004) Kohlhammer Verlag (2005-2007) 1st Edition 2008 All rights reserved © Gabler | GWV Fachverlage GmbH, Wiesbaden 2008 Editorial Office: Claudia Jeske Gabler is part of the specialist publishing group Springer Science+Business Media. www.gabler.de No part of this publication may be reproduced, stored in a retrieval system or transmitted, in any form or by any means, electronic, mechanical, photo- copying, recording, or otherwise, without the prior written permission of the copyright holder. Registered and/or industrial names, trade names, trade descriptions etc. cited in this publica- tion are part of the law for trade-mark protection and may not be used free in any form or by any means even if this is not specifically marked. Cover design: Regine Zimmer, Dipl.-Designerin, Frankfurt/Main Printed on acid-free paper Printed in Germany ISBN 978-3-8349-1084-4 V Preface of the Editors EUROPEAN RETAIL RESEARCH is a new bi annual that is in the tradition of the reputable and distinguished book series “Handelsforschung” (Retail Research) which has been published by Prof. Dr. Volker Trommsdorff in Germany for more than two decades. With Volume 22 appear ing in 2008, Prof. Trommsdorff handed over this publication to a team currently consisting of re tail researchers from Austria, Germany and Switzerland. The aim of the publication is to publish interesting manuscripts of high quality with a focus on retail researchers and lecturers, retail stu dents and retail executives. As it has always been, retail executives are part of the target group and the knowledge transfer between retail research and retail management remains a part of the publi cation’s concept. Following the international development in the field of retail research and publi cation, the new team has decided to introduce some changes and extensions to the concept: - Language articles will appear in English - Content manuscripts will be double blind reviewed and the book will invite manuscripts from a wider regional context but with a focus on Europe - Institutional a permanent team of editors will be supported by an Editorial Advisory Board EUROPEAN RETAIL RESEARCH will be published in two parts per year, Issue I in fall and Issue II in spring. The review process will support the authors in enhancing the quality of their work and will offer the authors a reviewed book as a publication outlet. Part of the concept is an only short delay between manuscript submission and final publication, so the book is intended to become a quick publication platform. Therefore the deadlines are always fixed. Issue I (pub lication in April): submission deadline: End of August, notification of acceptance: End of Octo ber, re submission of revised manuscript: End of January. Issue II (publication in October): submission deadline: End of February, notification of acceptance: End of April, re submission of revised manuscript: End of June. An electronic database with all published articles will be prepared and will be available with an adequate delay after the printed edition. EUROPEAN RETAIL RESEARCH welcomes manuscripts on original theoretical or concep tual contributions as well as empirical research based either on large scale empirical data or on the case study method. Following the state of the art in retail research, articles on any major is sues that concern the general field of retailing and distribution are welcome, e.g. - different institutions in the value chain, e.g. customers, retailers, wholesalers, traders, service companies such as logistics service providers, but also manufacturers’ distribution activities, - different value chain processes, esp. marketing orientated processes (e.g. innovation, cus tomer relationship management, category management), supply chain processes (e.g. pur chasing, logistics), organizational processes, informational or financial management proc esses, VI Preface of the Editors - different aspects of retail management and retail marketing, e.g. retail corporate and competi tive strategies, incl. internationalization, retail formats, e commerce, customer behaviour, branding and store image, retail location, assortment, pricing, service, communication, in store marketing, human resource management, - different aspects of distribution systems, e.g. sales management, key account management, ver tical integration, alliances and networks, channel power, conflicts and multi channel strategies. However, EUROPEAN RETAIL RESEARCH is also interested in manuscripts that focus on wholesaling, distribution concepts, specific strategies or country markets and we accept that non English literature is used to. Basically, we are considering different types of papers. Articles can be based on large scale empirical data, on the case study method or on conceptual issues: - Research articles should provide a relevant and significant contribution to theory and practice; they are theoretically well grounded and methodologically on a high level. - Manuscripts submitted as more practice or conceptual based articles show new questions, is sues, solutions and contributions from practice or conceptual issues. These papers are selected based on relevance and continuing importance to the future retail research community as well as on originality. Manuscripts are reviewed with the understanding that they are substantially new, have not been previously published in English and in whole, have not been previously accepted for publication, are not under consideration by any other publisher, and will not be submitted elsewhere until a decision is reached regarding their publication in EUROPEAN RETAIL RESEARCH. The only exceptions are papers in conference proceedings that we treat as work in progress. Furthermore, the editors invite articles from specific authors, which address the retailing situation in a specific European country. Those articles will also be double blind reviewed. Contributions should be submitted in English language in Microsoft Word format by e mail to the current EUROPEAN RETAIL RESEARCH managing editor or to info@european retail research.org. Questions or comments regarding this publication are very welcome. They may be sent to one of the editors or to the above mentioned e mail address. Full information for prospective contributors is available at http://www.european retail research.org. For ordering an issue please contact the German publisher “Gabler Research” (www.gabler.de). Fribourg, St. Gallen, Vienna, Saarbrücken and Trier, Summer 2008 Dirk Morschett; Thomas Rudolph; Peter Schnedlitz; Hanna Schramm Klein; Bernhard Swoboda (managing editor for the 22nd volume) VII Preface of the Founder of the Series Vorwort des Gründers