Market environment, assortment policy, and performance of small retailers

Jack Cadeaux*, Chris Dubelaar

*Corresponding author for this work

Research output: Contribution to journalArticleResearchpeer-review

6 Citations (Scopus)


This study surveys small retail pharmacies to examine the relationship between managers' perceptions of local market environments, their stated assortment policies, and their reported performance levels for a large product category. Managers report wider assortments when market diversity and market munificence are high. In turn, wider assortments have a positive effect on reported relative category sales and stock. In addition, market uncertainty has a direct negative effect on reported margins. This study controls for both store space as well as the potential direct performance effects of the local market environment faced by small retailers.

Original languageEnglish
Pages (from-to)250-259
Number of pages10
JournalAustralasian Marketing Journal
Issue number4
Publication statusPublished - Nov 2012


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