| Article ID: | iaor20104600 |
| Volume: | 29 |
| Issue: | 3 |
| Start Page Number: | 456 |
| End Page Number: | 473 |
| Publication Date: | May 2010 |
| Journal: | Marketing Science |
| Authors: | Cleeren Kathleen, Verboven Frank, Dekimpe Marnik G, Gielens Katrijn |
| Keywords: | marketing |
The price-aggressive discount format, popularized by chains such as Aldi and Lidl, is very successful in most Western economies. Its success is a major source of concern for traditional supermarkets. Discounters not only have a direct effect on supermarkets' market shares, but they also exert considerable pressure to improve operational efficiency and/or to decrease prices.