Drivers of Agglomeration Effects in Retailing – the Shopping Mall Tenant’s Perspective
Teller, C and Schnedlitz, P (2011) Drivers of Agglomeration Effects in Retailing – the Shopping Mall Tenant’s Perspective Journal of Marketing Management, 28 (9-10). 1043 - 1061. ISSN 0267-257X
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Retail and service enterprises seek benefits and synergies from locating their stores within retail agglomerations, such as shopping streets and malls. The aim of this paper is to identify the main drivers of such synergetic or ‘agglomeration effects’ for tenants. A literature review reveals four sets of drivers that are related to the location, the tenant mix, the marketing, and the management of an agglomeration. Based on a survey of 217 managers representing stores that are located in five regional and four supra-regional shopping malls, we demonstrate that location-related drivers including geographical location, accessibility, and parking conditions have a the highest impact on agglomeration effects in terms of the economic success of tenants. The results were consistent amongst different types of tenants differentiated by store size, customer footfall, industry affiliation, and perceived role within the respective mall (as footfall taker or generator within the network).
|Additional Information:||© Westburn Publishers Ltd. This is an electronic version of an article published in Journal of Marketing Management, 28(9-10), 1043-1061 (2011). Journal of Marketing Management is available online at: http://www.tandfonline.com/loi/rjmm20|
|Divisions:||Faculty of Business, Economics and Law > Surrey Business School|
|Depositing User:||Symplectic Elements|
|Date Deposited:||16 Aug 2012 12:50|
|Last Modified:||09 Jun 2014 13:21|
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