Autori: Ferrucci, Luca, Rizzi, Francesco, Runfola, Andrea, Gigliotti, Marina
Titolo: How Can Point-of-Purchase Displays (PoPs) Be a Joint In- Store Marketing Tool? Toward a Shared Vision in Channel Relationships
Periodico: Micro & macro marketing
Anno: 2023 - Volume: 94 - Fascicolo: 1 - Pagina iniziale: 181 - Pagina finale: 206

This article investigates the role of Point-of-Purchase displays (PoPs) as an in-store marketing tool still largely unexplored in the current literature. It points out that PoPs are sources of cooperation/conflict between manufacturers and retailers, the main actors involved in the design and implementation phases. The paper answers the following research questions: Rq1) What are the areas of discussion concerning PoPs in the manufacturer-retailer relationship? Rq2) Which areas of discussion concerning PoPs in the manufacturer-retailer relationship are sources of cooperation and which sources of tension? The article presents a qualitative analysis based on 17 interviews with managers of leading manufacturers and retailers in Italy. Findings discuss the evolution, roles, life cycle, effectiveness and performance of PoPs. Based on a combined analysis of theory and empirical results, the paper discusses the two research questions and depicts convergence/divergence in manufacturers’ and retailers’ visions of PoPs




SICI: 1121-4228(2023)94:1<181:HCPD(B>2.0.ZU;2-U
Testo completo: https://www.rivisteweb.it/download/article/10.1431/106874
Testo completo alternativo: https://www.rivisteweb.it/doi/10.1431/106874

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