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.