Search results for "Proposition de valeur"

showing 1 items of 1 documents

How store design contributes to the evolution of retail brand positioning : a longitudinal case study

2014

One of the innovative ways favoured by retailers to drive change in their value proposition is to review the design of their stores. Academic contributions to the in-store experience have mostly focused on consumer perspective and identifying relevant managerial practices. The core of this research studies how repositioning a retail brand translates into the experiential design of retail spaces. To this end, the research follows the repositioning process from a managerial perspective and updates the mechanisms that underlie it. The longitudinal study of embedded cases reveals the importance of an holistic design that takes into account the desired interactions between the shopper and the st…

In-store experienceStore designValue propositionDesign de l’espace de venteLongitudinal study of embedded casesÉtude longitudinale de cas enchâssésBrand store (re)positioningCo-création de valeurCo-creation of valueProposition de valeur(re)positionnement de l’enseigneExpérience en magasinGestion du commerce de détail[SHS.GESTION] Humanities and Social Sciences/Business administrationRetailing management
researchProduct