PRESS-NEWS.org - Press Release Distribution
PRESS RELEASES DISTRIBUTION

How retailers change ordering strategy when a supplier starts its own direct channel

News from the Journal of Marketing

2024-11-12
(Press-News.org) Researchers from Erasmus University and KU Leuven published a new Journal of Marketing study that examines how retailers respond when suppliers establish direct channels to reach end-consumers and how suppliers can take steps to avoid a backlash.

The study, forthcoming in the Journal of Marketing, is titled “How Retailers Change Ordering Strategies When Suppliers Go Direct” and is authored by Michiel Van Crombrugge, Els Breugelmans, Femke Gryseels, and Kathleen Cleeren.

Recently, Sony began selling PlayStation products through its PlayStation Direct online store in the UK, which includes many products available at major retail stores such as Currys and Argos. This is an example of encroachment, when suppliers like Sony, Nike, and Lego establish their own direct channels to reach end-consumers. Such direct channels offer suppliers visibility and control over the customer experience, but they potentially come at the cost of upsetting downstream retail partners who may perceive the direct channel as competition.

This raises an important question for suppliers: Will retailers change their ordering strategies at the encroaching supplier, and if so, how?

Should retailers respond adversely and disengage from the retailer-supplier relationship, typically leading to decreased orders and higher wholesale prices (i.e., an exit response)? Or should they respond cooperatively and engage in constructive discussions with the supplier to seek improved terms of trade, typically leading to lower wholesale prices and increased orders (i.e., a voice response)?

This new study analyzes the ordering strategy responses of nearly 2,000 retailers that were confronted with a supplier’s launch of their own webshop in the toy industry. The research team finds that, on average, retailers choose an exit response to a supplier direct channel introduction.

Van Crombrugge states, “our findings show that, on average, retailers disengage from the retailer–supplier relationship. The average retailer decreases the number of distinct SKUs ordered, which is met by the wholesaler increasing prices, possibly reflecting the worsened terms of trade.” Specifically, retailers decrease the number of distinct SKUs ordered by 15 (or 18.75%) in the period after the direct channel entry. Possibly due to these fewer orders, they also pay a higher average wholesale price of €.79 (or 20.84%). The increased wholesale price, however, does not compensate for the loss in quantity ordered. The total order value for the average retailer at the supplier decreases by €399.50 (or 11.69%) in the first six months after the direct channel entry.

The Importance of Retailer Power Such an adverse reaction is troublesome for the encroaching supplier, yet not all retailers respond the same way. “Our studies provide clear evidence that retailer power is a key driver of ordering strategy responses,” Breugelmans says, “such that larger, powerful retailers are much less likely to exit the retailer–supplier relationship than less powerful retailers. In fact, for the largest retailers, we observe no change in order value.”

Gryseels explains that, “one mechanism underlying this finding is confidence from powerful retailers that the supplier will continue to support their retail operations despite the introduction of the direct channel.” Specialist retailers differ from generalist retailers in their ordering response depending on two countervailing forces.

Specialists experience higher switching costs because these specialized, go-to retailers cannot afford to exclude the brands of important suppliers, which makes it harder to disengage from the relationship. On the flip side, specialists perceive more channel conflict than generalists because the direct channel threatens their core business, which can evoke stronger emotional inclinations to disengage. The weights of these two mechanisms determine the specialist retailer’s ultimate decision. Cleeren adds that, “we find the relationship quality between the supplier and retailer to have a substantially lower effect on a retailer’s response than expected. Only when the relationship is particularly strong are we able to find the expected mitigating effect on a retailer’s exit response.”

Lessons for Chief Marketing Officers These findings offer important insights and caveats to suppliers that consider selling directly to end-consumers.

Introducing direct channels may provide suppliers with opportunities to get closer to their end-customers, but the backlash by retailers makes this step risky because retailers may significantly reduce their orders. Smaller retailers with less power are more likely to disengage from the relationship after encroachment, driven mainly by their lack of confidence in the supplier. Suppliers should pay special attention to smaller retailers and design specific incentives and stimuli to increase their confidence and convince them to keep placing orders. This will sacrifice some short-term profits, but it provides retailers with a credible signal that the supplier wants to minimize the potential harm from the direct channel. The supplier might reduce the competition created by the direct channel through differentiation. The extent to which channels compete depends on their similarity, in terms of product, price, and/or service. This means the supplier can clearly differentiate what it offers through retailers versus through its direct channel (e.g., channel-specific exclusives, online-only personalization services) to limit competition.

Full article and author contact information available at: https://doi.org/10.1177/00222429241266576

About the Journal of Marketing 

The Journal of Marketing develops and disseminates knowledge about real-world marketing questions useful to scholars, educators, managers, policy makers, consumers, and other societal stakeholders around the world. Published by the American Marketing Association since its founding in 1936, JM has played a significant role in shaping the content and boundaries of the marketing discipline. Shrihari (Hari) Sridhar (Joe Foster ’56 Chair in Business Leadership, Professor of Marketing at Mays Business School, Texas A&M University) serves as the current Editor in Chief. https://www.ama.org/jm

About the American Marketing Association (AMA)

As the leading global professional marketing association, the AMA is the essential community for marketers. From students and practitioners to executives and academics, we aim to elevate the profession, deepen knowledge, and make a lasting impact. The AMA is home to five premier scholarly journals including: Journal of Marketing, Journal of Marketing Research, Journal of Public Policy and Marketing, Journal of International Marketing, and Journal of Interactive Marketing. Our industry-leading training events and conferences define future forward practices, while our professional development and PCM® professional certification advance knowledge. With 70 chapters and a presence on 350 college campuses across North America, the AMA fosters a vibrant community of marketers. The association’s philanthropic arm, the AMA’s Foundation, is inspiring a more diverse industry and ensuring marketing research impacts public good. 

AMA views marketing as the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large. You can learn more about AMA’s learning programs and certifications, conferences and events, and scholarly journals at AMA.org.

END


ELSE PRESS RELEASES FROM THIS DATE:

Young coral use metabolic tricks to resist bleaching

Young coral use metabolic tricks to resist bleaching
2024-11-12
Coral larvae reduce their metabolism and increase nitrogen uptake to resist bleaching in high temperatures, according to a study published November 12th in the open-access journal PLOS Biology by Ariana S. Huffmyer of the University of Washington, US, and colleagues. High ocean temperatures cause coral bleaching, which results from the disruption of the relationship between corals and their symbiotic algae, an increasing concern as global temperatures rise. However, relatively little research has examined the effects of high temperatures ...

Protecting tax whistleblowers pays off

2024-11-12
AUSTIN, Texas — The federal tax gap — money people and companies owe Uncle Sam but fail to pay on time — has climbed to historic highs: $696 billion in 2022, according to the IRS. It’s money that, if recouped, could fund infrastructure or education or pay down government debt. One way to collect that money is through lawsuits prompted by corporate whistleblowers — often present or former employees who know a company’s finances and expose its transgressions. Federal law includes ...

Bioluminescent proteins made from scratch enable non-invasive, multi-functional biological imaging

Bioluminescent proteins made from scratch enable non-invasive, multi-functional biological imaging
2024-11-12
Bioluminescence is the natural chemical process of light creation in some living creatures that makes fireflies flicker and some jellyfish glow. Scientists have long been interested in borrowing the secrets of these animals' light-producing genes to create similar effects in vertebrates, for a variety of biomedical applications. UC Santa Cruz Assistant Professor of Biomolecular Engineering Andy Yeh is designing completely artificial proteins that produce bioluminescence to serve as a non-invasive method for bioimaging, diagnostics, drug discovery, and more. A new paper published in the flagship journal Chem reports on a new series of bioluminescent ...

New study links air pollution with higher rates of head and neck cancer

2024-11-12
DETROIT — A recent study published in the journal Scientific Reports correlates higher levels of pollutant particulate matter to higher occurrences of head and neck aerodigestive cancer. The article, "Air Pollution Exposure and Head and Neck Cancer Incidence," is the work of a multi-institutional collaboration with researchers from Wayne State University, Johns Hopkins University and Mass General Brigham. The study was led by John Cramer, Ph.D., associate professor of otolaryngology, and John Peleman, M.D., medical resident in the Department of Otolaryngology, in the Wayne State University School of Medicine. They collaborated with Mass General Brigham, an integrated ...

LSU researchers excavate earliest ancient Maya salt works

LSU researchers excavate earliest ancient Maya salt works
2024-11-12
The team was led by LSU Alumni Professor Heather McKillop, who first discovered wooden buildings preserved there below the sea floor, along with associated artifacts, and the only ancient Maya wooden canoe paddle in 2004. Her key collaborator, Assistant Professor Elizabeth Sills at the University of Texas at Tyler, began working with McKillop as a master’s student and then as a doctoral student at LSU. Since their initial discovery of wood below the sea floor in Belize, the team has uncovered an extensive pattern of sites that include “salt kitchens” for boiling ...

Building a diverse wildland fire workforce to meet future challenges

2024-11-12
Every year around this time, California’s wildland firefighters hold their breath as hot, dry winds threaten to spread flames across the state. As such conflagrations grow in size and severity throughout the Western U.S., the strain on fire managers has intensified. A new report from Stanford University’s Climate and Energy Policy Program provides a blueprint for fostering a more inclusive, diverse and well-supported workforce to meet the increasing need for fire mitigation and management. “The wellbeing of the wildland fire workforce has ...

MBARI researchers discover remarkable new swimming sea slug in the deep sea

MBARI researchers discover remarkable new swimming sea slug in the deep sea
2024-11-12
MBARI researchers have discovered a remarkable new species of sea slug that lives in the deep sea. Bathydevius caudactylus swims through the ocean’s midnight zone with a large gelatinous hood and paddle-like tail, and lights up with brilliant bioluminescence. The team published a description of the animal, nicknamed the “mystery mollusc,” in the journal Deep-Sea Research Part I. “Thanks to MBARI’s advanced underwater technology, we were able to prepare the most comprehensive description of a deep-sea animal ever made. We’ve ...

Decentralized social media ‘increases citizen empowerment’, says Oxford study

2024-11-12
Researchers from the Oxford Martin Programme on Ethical Web and Data Architectures (University of Oxford) have reported findings from a paper exploring the motivations and challenges in running decentralised social media such as Mastodon, concluding such platforms offer potential for increased citizen empowerment in this digital domain. In their study, presented at the 27th ACM SIGCHI Conference on Computer-Supported Cooperative Work & Social Computing (CSCW) today, the researchers interviewed 16 administrators of Mastodon servers (otherwise known as instances), including those supporting marginalised and stigmatised communities. Their ...

Validating an electronic frailty index in a national health system

Validating an electronic frailty index in a national health system
2024-11-12
“The classification of patients according to their level of frailty allows us to adjust prevention programs and focus our limited resources on the right action for the right person.” BUFFALO, NY- November 12, 2024 – A new research paper was published in Aging (listed by MEDLINE/PubMed as "Aging (Albany NY)" and "Aging-US" by Web of Science), on October 24, 2024, Volume 16, Issue 20, titled, "Development and validation of an electronic frailty index in a national health ...

Combination approach shows promise for treating rare, aggressive cancers

2024-11-12
A research team led by UCLA Health Jonsson Comprehensive Cancer Center investigators has shown that that combining pembrolizumab, an immunotherapy drug, with standard chemotherapy can improve treatment outcomes for patients with small cell bladder cancer and small cell/neuroendocrine prostate cancer. Small cell carcinomas can arise in various tissues—including the bladder, prostate, lung, ovaries and breast—and are known for their rapid progression, tendency to relapse after initial treatment and poor overall survival ...

LAST 30 PRESS RELEASES:

UTokyo and NARO develop new vertical seed distribution trait for soybean breeding

Research into UK’s use of plastic packaging finds households ‘wishcycle’ rather than recycle – risking vast contamination

Vaccine shows promise against aggressive breast cancer

Adverse events affect over 1 in 3 surgery patients, US study finds

Outsourcing adult social care has contributed to England’s care crisis, argue experts

The Lancet: Over 800 million adults living with diabetes, more than half not receiving treatment, global study suggests

New therapeutic approach for severe COVID-19: faster recovery and reduction in mortality

Plugged wells and reduced injection lower induced earthquake rates in Oklahoma

Yin selected as a 2024 American Society of Agronomy Fellow

Long Covid could cost the economy billions every year

Bluetooth technology unlocks urban animal secrets

This nifty AI tool helps neurosurgeons find sneaky cancer cells

Treatment advances, predictive biomarkers stand to improve bladder cancer care

NYC's ride-hailing fee failed to ease Manhattan traffic, new NYU Tandon study reveals

Meteorite contains evidence of liquid water on Mars 742 million years ago

Self-reported screening helped reduce distressing symptoms for pediatric patients with cancer

Which risk factors are linked to having a severe stroke?

Opening borders for workers: Abe’s profound influence on Japan’s immigration regime

How skills from hospitality and tourism can propel careers beyond the industry

Research shows managers of firms handling recalls should review media scrutiny before deciding whether to lobby

New model system for the development of potential active substances used in condensate modifying drugs

How to reduce social media stress by leaning in instead of logging off

Pioneering research shows sea life will struggle to survive future global warming

In 10 seconds, an AI model detects cancerous brain tumor often missed during surgery 

Burden of RSV–associated hospitalizations in US adults, October 2016 to September 2023

Repurposing semaglutide and liraglutide for alcohol use disorder

IPK-led research team provides insights into the pangenome of barley

New route to fluorochemicals: fluorspar activated in water under mild conditions

Microbial load can influence disease associations

Three galactic “red monsters” in the early Universe

[Press-News.org] How retailers change ordering strategy when a supplier starts its own direct channel
News from the Journal of Marketing