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Geomarketing as an important element of a food retailer’s business model: A managerial view

Pavol Kita
Pavol Kita
, 
Grzegorz Maciejewski
Grzegorz Maciejewski
, 
Marta Žambochová
Marta Žambochová
 und 
František Križan
František Križan
   | 22. März 2024
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Article Category: Empirical Paper
Online veröffentlicht: 22. März 2024
Seitenbereich: 46 - 58
Eingereicht: 13. Juli 2023
Akzeptiert: 22. Nov. 2023
DOI: https://doi.org/10.2478/ijme-2024-0005
Schlüsselwörter
© 2024 Pavol Kita et al., published by Sciendo
This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.

Figure 1.

Study area. Source: Own processing.
Study area. Source: Own processing.

Figure 2.

Decision tree based on the geomarketing element in the BM. Source: Own processing. BM, business model.
Decision tree based on the geomarketing element in the BM. Source: Own processing. BM, business model.

Figure 3.

Resulting decision tree based on store format and location. Source: Own processing.
Resulting decision tree based on store format and location. Source: Own processing.

Figure 4.

Mapping clustering retail BMs based on the format size of retail stores. Source: Own processing. BMs, business models.
Mapping clustering retail BMs based on the format size of retail stores. Source: Own processing. BMs, business models.

The selected principal studies on retail BMs

Reference Elements of BMs Contribution to theory of BMs
Rudolph [2000] Degree of centralization of management, levels of standardization of store formats, the share of own brands in the offer, And expansion rates Typology of retailers based on offer (content retailer, channel retailer, global discounter)
Schweizer [2005] Value chain constellation, competitive advantage/market power of the company, and revenue model Typology of BMs: integrator, orchestrator, layer player, and market-maker
Zott and Amit [2010] Content, structure, and governance NICE design themes in BM: novelty, lock-in, complementarities, and efficiency
Sorescu et al. [2011] Value appropriation based on operational efficiency, operational effectiveness, and customer lock-inValue creation based on customer efficiency, customer effectiveness, and customer engagement Innovative ways to implement the design themes into fast fashion model, self-service model, “name your own price” model, leverage complementarities, and adjacency modelLeverage exclusive products, enduring consumer relationships via multichannel processes, innovative format which facilitates the shopping experience, rely on stakeholders to determine the optimal depth of assortment and supporting services, and rely on added value tie-ins
Pels and Sheth [2017] Market adaption, mission focus, radical innovation, and inclusive ecosystem BM matrix (bottom-up/top-down) to serve low-income consumers in emerging markets
eISSN:
2543-5361
Sprache:
Englisch
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4 Hefte pro Jahr
Fachgebiete der Zeitschrift:
Wirtschaftswissenschaften, Volkswirtschaft, Wirtschaftstheorie, -systeme und -strukturen, Betriebswirtschaft, Internes Rechnungswesen, Controlling, Kostenrechnung, Investition
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