Affiliation:
1. Graduate School of Business, Indiana University, Bloomington.
Abstract
In contrast to a currently held assumption, cross-shopping is shown to produce incremental business for a retail firm. The conditions under which such cross-shopping occurs are specified. The results of a study of a specialty store chain's growth problem demonstrate that these conditions can be measured by use of accepted research techniques. The strategic implications of the results are discussed.
Subject
Marketing,Economics and Econometrics,Business and International Management
Cited by
10 articles.
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