PRODUCER VERSUS RETAIL BRAND STRATEGIES – POSITIONING VECTORS IN CONSUMERS’ MIND

Both producers and retailers are engaged in a constant battle for a spot in consumers’ psyche. This is done not only through articles and products that are sold under different brands of producers or retailers, but also by retail brands, ie stores, locations or subsidiaries. In this way, when developing a market, the retailer uses branded product-specific strategies, which he manages to translate very well on his own retail brand. Obviously, both producers and retailers will try through the specific brand strategies adopted to approach consumers, to gain their attention and confidence by the promoted brands. Furthermore they will constantly bombard consumers with information regarding the benefits or utilities of their own brands, the time or money saved by consumers when buying a particular brand or even the unique features comprised by a brand. Confronted with such a wide range of concerted and focused influences on them, consumers must face environmental stimuli, to systematize the needed information and to take the best purchasing decision. They have to choose the proper article from the vast range of offered brands, based on the image that a brand has outlined in consumers’ minds, and by the need they felt respectively (Foscht & Swoboda, 2007, p. 76). The present paper focuses on both producers and retailers specific strategies aimed at achieving an adequate position in consumers’ minds. We emphasize on the most frequent strategies and also give specific examples.brand strategies, producer brand, retail brand, retailers’ own brand.

Investigating shopping experience and fulfilment in omnichannel retailing : a proposed comparative study in Romania and UK of Generation Y consumers

Paper delivered at the 21st Logistics Research Network annual conference 2016, 7th-9th September 2016, Hull. Abstract Purpose: This paper presents a literature review and proposed research agenda to examine whether Romanian retailers are more inclined than UK retailers to reach out to young consumers, i.e. Generation Y through omnichannel retailing to improve their shopping experiences and also determine the impact of this strategy on logistical and fulfilment activities. Research approach: This paper is based on a literature review in three key areas: omnichannel retailing, young consumers’ attitudes and fulfilment and the propensity of online buying behaviour in an emerging market (Romania) versus a more developed economy (UK). As there are few studies related to these aspects, the paper attempts to highlight the best options retailers have for both marketing and online fulfilment when addressing/entering new markets that are very attractive but where cultural background are more different than their traditional markets. Findings and Originality: The literature review suggests there is an opportunity to explore two main relationships: i) marketing and fulfilment for online consumers and omnichannel retailing efforts, and ii) consumers’ propensity to purchase online in an emerging market versus a developed economy. Research impact: This paper suggests some research concepts and ideas to investigate the online fulfilment and buying behaviour of younger generations of consumers in both Romania and the UK. The scope of the proposed agenda will include young consumers’ purchase behaviours’ as regards omnichannel retailing, and logistical fulfilment in an emerging market versus a developed economy including different cultural backgrounds. Practical impact: The paper provides some direction for practitioners on assessing proper market development strategies on an emerging international context, taking into consideration different cultural implications and patterns, as well as focussing on buying propensity of different generations when active in omnichannel retailing. However, the suggested research concepts and ideas would provide a more holistic approach towards a better overall performance of retailers

TENDENCIES OF INTERNATIONALIZATION IN RETAILING

Manufacturing companies took advantage of internationalization as early as in the seventies and eighties of the last century, whereas retail companies have used these chances not before the last few years in order to improve access to resources, to increase sales and to extend activities to external markets. Once a retail company has decided to penetrate a foreign market they must be aware of the unfamiliar working of external environment that they cannot control. Even the world's leading retailers make mistakes when approaching markets they do not understand properly.retailing; internationalization; elements of external environment; behavioural polyvalence; consumers' orientation

STUDY ON RETAIL BRAND AWARENESS IN RETAIL

Brand awareness, together with other behavioural indicators (sympathy, trust, image, satisfaction or loyalty), is one of the main vectors that has an essential contribution to the outline of brand equity in general and to that of retail brand, in particular. The perception upon these indicators must be taken into consideration by production, service or retail companies in order to be able to identify their position on target markets, and in order to be able to create an adequate strategy that would help them reach the desired positioning. The aim of this paper is, on one hand, to reveal both the dimensions of brand awareness, and the relationship between these and consumers' brand perception and, on the other hand, to offer a suitable instrument to measure awareness level of various retail chains. Questioning of almost 4.000 consumers indicates a significant awareness of the retailers that have been on the selected market for a longer period of time.awareness, recall, recognition, retail brands

Typological aspects of retailers on the background of market concentration

Recent evolution of the market globalization, accompanied by rougher competition, implies adaptation of the traders to this new reality. Their work policy will have to attract more consumer segments using the various types of retail and wholesale trade stores. Moreover emphasis is to be put on “reorientation” of demand - especially from young consumers - towards the forms of the stationary trade, impressive by its comfort and simplicity of acquisition.non-stationery trade, trade unit, wholesaler, retailer.

THE LIFE CYCLE OF SHOPPING CENTERS AND POSSIBLE REVITALIZATION STRATEGIES

This paper addresses the concept of shopping center life cycle. The concept is considered a possible explanation for the death of certain types of shopping centers and birth of others. Of course that there are also other theories that explains this evolutlife cycle, commercial center, strategy

ROMANIAN TOURISM: PAST, PRESENT AND FUTURE IN THE CONTEXT OF GLOBALIZATION

Tourism is one of the factors that foster the interconnection and development of societies and the formation of interdependent economic, social and cultural relationships. Tourism may generate competitive advantage for a country, thereby contributing to its economic progress and to a proper assessment of its products on an international level. Recent studies on tourism have shown that the social and cultural structures of the world countries have undergone considerable changes due to the impact of international tourism. Taking into account the above aspects, the authors attempt to highlight the post-communist evolution of tourism in Romania as well as its possible development directions depending on the factors that might help Romania emerge as an important international tourist destination. To this effect, the authors provide a number of arguments in favor of the tourism potential of a former communist country, emphasizing the prospects, opportunities and risks associated with its global integration

CHALLENGES AND DEVELOPMENT PROSPECTS FOR TOURISM IN ROMANIA

Tourism in Romania has witnessed in recent years a sinuous evolution marked to a great extent by a multitude of private initiatives and to a lesser extent by strategic coordination at governmental and regional level, respectively. The development of tourism is somewhat chaotic and unplanned, devoid of any inclusive, holistic vision concerning the correlation between transport infrastructure investments and investments in accommodation and tourist destinations. This led to a paradoxical situation in which areas with great tourism potential (e.g. the Danube Delta) are hardly accessible to foreign tourists/tourists from faraway regions. The attraction of such tourists is accomplished by primitive means, without any strategic thinking or appropriate planning. The authorities’ great disinterest and disengagement notwithstanding, Romania as a tourist destination possesses some major advantages stemming from its high potential for development in various directions. Entire tourism sectors (spa-based, mountain, cultural tourism etc.) are not yet exploited at maximum capacity while tourism initiatives undertaken by various entities are not sufficiently developed. In this paper, the authors attempt to highlight the main strategic development directions of tourism in Romania, pointing to Romania’s major advantages as a tourist destination and drawing attention to the primary courses of action that must carefully be considered by decision makers in developing a viable tourism strategy

Vertical Aliances between Retail and Manufacturer Companies in the Fashion Industry

While vertical firms dominate the fashion markets worldwide since years, only little research is done on vertical alliances between non-vertical retailer and manufacturing companies in this sector. These paper analyses vertical alliances from the perspective of 98 traditional fashion retailers and 104 fashion manufacturers. Based on a process oriented value chain approach, the results show how primary market and supply chain oriented value chain activities are viewed in the context of alliances, particularly in terms of own competence, perceived potential for co-operation, and the level of co-operation achieved. The data show that retailers and manufacturers see co-operation potentials in value chain activities with both low and high levels of own competence. Secondly the data show that co-operation potentials identified by both partners and the co-operation levels achieved differ. Third the data show the relation between the co-operation levels achieved in the value chain activities and the degree of success in turnover, costs, and time-to- market.fashion retail, value chain, vertical alliances, co-operation

THE LIFE CYCLE OF SHOPPING CENTERS AND POSSIBLE REVITALIZATION STRATEGIES

This paper addresses the concept of shopping center life cycle. The concept is considered a possible explanation for the death of certain types of shopping centers and birth of others. Of course that there are also other theories that explains this evolu