The effects of a private domain strategy on retail sales performance

• Main Author: CHEN, Jianzhong
• Format: text
• Language: English
• Published: Institutional Knowledge at Singapore Management University 2023
• Subjects: private domain strategy; private domain degree; sales performance; store grade; brand category; Strategic Management Policy
• Online Access: https://ink.library.smu.edu.sg/etd_coll/538; https://ink.library.smu.edu.sg/context/etd_coll/article/1536/viewcontent/GPBA_AY2019_DBA_CHEN_JIANZHONG.pdf
• Institution: Singapore Management University

The proliferation of Internet technology has led people to become increasingly accustomed to online consumption, thus forming a substitution effect for offline consumption. In particular, the development of social media helps retailers circumvent public domain platforms and develop their own control...