Pierre Volle

The short-term effect of store-level promotions on store choice, and the moderating role of individual variables

Abstract The short-term effect of store-level promotions (weekly flyers, radio and outdoor advertising) on grocery store choice is investigated. We estimate household-level multinomial logit (MNL) models of store choice on panel data, using promotional variables, loyalty, and moderating variables. The research shows that the short-term effect of store-level promotions on store choice is significant but weak: store choice is mainly driven by loyalty. While we fail to demonstrate the moderating role of individual variables (involvement toward shopping, attitude toward the purchase of products on promotion, search for promotional information), however, the quasi-moderating role of loyalty is clearly validated. From a managerial point of view, adapting store-level promotions to individual characteristics does not seem to be relevant. Nevertheless, further research should be conducted in order to take into account the potential interactive effects of individual variables in a more systematic way, for example though a latent class analysis.

Le concept d’Open Marketing - Identification des contours, des dimensions et des formes

L’etude des moyens permettant de developper les connaissances et les competences des equipes marketing est peu developpee dans la litterature. En s’appuyant sur le concept d’Open Marketing propose recemment par Day (2011), les auteurs considerent l’ouverture de l’organisation marketing comme un moyen de developper les ressources, les capacites et les competences des equipes marketing. Leur objectif est alors de proposer une definition revisee du concept d’Open Marketing , puis de mettre a jour ses dimensions et ses formes a l’aide d’une etude empirique.