Changes in marketing channels as a function of the development and competitiveness of retail alliances

• Main Authors: Končar Jelena, Leković Sonja
• Format: Article
• Language: English
• Published: University of Novi Sad - Faculty of Economics, Subotica 2014-01-01
• Series: Anali Ekonomskog fakulteta u Subotici
• Subjects: globalization; marketing channels; retail alliances; competition; concentration
• Online Access: https://scindeks-clanci.ceon.rs/data/pdf/0350-2120/2014/0350-21201432141K.pdf
• ISSN: 0350-2120; 2683-4162

The key structural and functional changes in marketing channels provide special role of the retailer. Retailing becomes irreplaceable and important link that performs an increasing number of functions in marketing channels. Integrated and global trade in marketing channels becomes a leader in the development of modern retail management. Intense changes in the sphere of final consumption imply new types of competition in the retail market. The integration process, through horizontal and vertical forms of cooperation, that provide a competitive position of retailers, is more and more involved and actual. New competitors, with new strategies of market positioning, influence on the intensive development of retail alliances, which achieve leader position in the global market. Retail alliances take on a key role in marketing macro system in the functioning of a global market where modern information technology has special importance. Modern trade management contributes to the development of retail alliances and increases their role in different forms of competition in marketing channels. Competition becomes more aggressive and developed towards concentration and integration which affects the intensification of the evolution of retailers in marketing channels. Integrated chain retailers successfully develop and change management relations in marketing channels which represents the main feature of the functioning of competitiveness in an increasingly intense globalization.