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A model for structuring efficient consumer response measures

A model for structuring efficient consumer response measures Purpose – The purpose of this paper is to propose a model which structures and links different types of efficient consumer response (ECR) measures; it does so by considering the use of both quantitative or “hard” and qualitative or “soft” measures in ECR, emphasizing the importance and causal role of “soft” measures throughout the ECR process. Design/methodology/approach – This paper reviews the ECR and performance measurement literature and proposes a model that explains linkages from intra‐organizational, inter‐organizational and industry prerequisites through ECR activities to ECR outcomes; and highlights the role of performance, behavioural, attitude and capability measures. Two extant studies from Austria and Denmark are examined in the context of the model to exemplify some of its features. Findings – Similarities regarding issues of inter‐organizational and intra‐organizational prerequisites were found, but the two studies also demonstrated variety in the use of measures in ECR research. Research limitations/implications – The proposed model is presented for primarily future investigation; thus there is no empirical study in this paper other than a comparison of the two extant studies to support some constructs and variables. However, the model represents a structure that can guide future research on more specific ECR elements. Practical implications – The model makes a practical contribution by providing a structure from which measurement or scorecard systems can be established. Originality/value – The model makes a theoretical contribution by providing an overall structure to link different areas of ECR research such as barriers for ECR implementation, and specific ECR concepts, activities, and their outcomes. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png International Journal of Retail & Distribution Management Emerald Publishing

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Publisher
Emerald Publishing
Copyright
Copyright © 2008 Emerald Group Publishing Limited. All rights reserved.
ISSN
0959-0552
DOI
10.1108/09590550810883450
Publisher site
See Article on Publisher Site

Abstract

Purpose – The purpose of this paper is to propose a model which structures and links different types of efficient consumer response (ECR) measures; it does so by considering the use of both quantitative or “hard” and qualitative or “soft” measures in ECR, emphasizing the importance and causal role of “soft” measures throughout the ECR process. Design/methodology/approach – This paper reviews the ECR and performance measurement literature and proposes a model that explains linkages from intra‐organizational, inter‐organizational and industry prerequisites through ECR activities to ECR outcomes; and highlights the role of performance, behavioural, attitude and capability measures. Two extant studies from Austria and Denmark are examined in the context of the model to exemplify some of its features. Findings – Similarities regarding issues of inter‐organizational and intra‐organizational prerequisites were found, but the two studies also demonstrated variety in the use of measures in ECR research. Research limitations/implications – The proposed model is presented for primarily future investigation; thus there is no empirical study in this paper other than a comparison of the two extant studies to support some constructs and variables. However, the model represents a structure that can guide future research on more specific ECR elements. Practical implications – The model makes a practical contribution by providing a structure from which measurement or scorecard systems can be established. Originality/value – The model makes a theoretical contribution by providing an overall structure to link different areas of ECR research such as barriers for ECR implementation, and specific ECR concepts, activities, and their outcomes.

Journal

International Journal of Retail & Distribution ManagementEmerald Publishing

Published: Jun 20, 2008

Keywords: Distribution channels and markets; Vertical marketing; Austria; Denmark

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