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A Model for Structuring Efficient Consumer Response Measures

Aastrup, J, Kotzab, H, Grant, DB, Teller, C and Bjerre, M (2008) A Model for Structuring Efficient Consumer Response Measures International Journal of Retail and Distribution Management, 36 (8). 590 - 606. ISSN 0959-0552

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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. Methodology/Approach: This paper reviews the ECR and performance measurement literature and proposes a model that explains linkages from intra-organizational, interorganizational 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. 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 of the paper: 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.

Item Type: Article
Additional Information: This article is © Emerald Group Publishing and permission has been granted for this version to appear here. Emerald does not grant permission for this article to be further copied/distributed or hosted elsewhere without the express permission from Emerald Group Publishing Limited.
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Divisions: Faculty of Business, Economics and Law > Surrey Business School
Depositing User: Symplectic Elements
Date Deposited: 08 Feb 2012 10:41
Last Modified: 23 Sep 2013 19:04
URI: http://epubs.surrey.ac.uk/id/eprint/157465

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