论文信息 - Retail involvement in direct marketing

Retail involvement in direct marketing

Abstract Using the structural contigency model as a framework, retail involvement in direct marketing is analyzed. A basic premise of the structural contigency model is the importance of considering context, or situational contingencies to understand organizational behavior. In the present study, retail involvement in direct marketing is considered within the managerial and interpretive contexts of the larger macroenvironment. Notable differences between companies were observed in relation to both contexts. Retailers involved in direct marketing emphasized quality standards and return on investment strategies. They were also more likely to see direct marketing from an opportunistic organizational viewpoint. Results from the study are discussed from a historical perspective taking into consideration the evolutionary differences between store based retailing and direct marketing.

Michelle A. Morganosky | M. Morganosky

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