Gray markets: past, present, and future
| Autor: | Meichen Dong, Barry Berman |
|---|---|
| Rok vydání: | 2015 |
| Předmět: |
Marketing
Economics and Econometrics 05 social sciences ComputingMethodologies_IMAGEPROCESSINGANDCOMPUTERVISION Grey market Research stream Supreme court Risk perception Brand image 0502 economics and business 050211 marketing Business Brand equity Business and International Management 050203 business & management Consumer behaviour Alternative strategy |
| Zdroj: | The International Review of Retail, Distribution and Consumer Research. 26:95-111 |
| ISSN: | 1466-4402 0959-3969 |
| Popis: | This article conducts a literature review on three gray market areas: strategy, legal issues, and consumer behavior. Previous gray market strategy-based articles do not discuss the impact of the Web on gray market activity, limit their analysis to international gray markets, and do not identify situations where gray market activity is profitable for a manufacturer and its authorized resellers. Like the strategy-based articles, the legal issue-based articles confine their discussion to international gray markets. A current US Supreme Court case that expands the potential for gray market activity is discussed. The third research stream focuses on the impact of brand image and brand equity and the relationship of perceived risk and gray market acceptance by consumers. The authors develop an overall strategy for dealing with gray market activity based on balancing positive and negative issues. In some cases, it is prudent for manufacturers and resellers to view gray markets as an alternative strategy to priva... |
| Databáze: | OpenAIRE |
| Externí odkaz: |
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