Department of Management

Differentiation in online retailing: Analysing the consumer’s perspective using a repertory grid approach

Research output: Contribution to conferencePaperResearchpeer-review

  • Julian Kellner, University of Göttingen, Germany
  • Gerhard Wagner, University of Siegen, Germany
  • Stephan Zielke
  • Waldemar Toporowski, University of Göttingen, Germany
  • Hanna Schramm-Klein, University of Siegen, Germany
Due to the highly competitive nature of the online retail environment, differentiation strategies are of importance for online retailers to gain competitive advantages and to achieve a unique positioning in the market. However, little is known about perceptual dimensions used by consumers to make a distinction between online retailers. The present study addresses this research gap by using a repertory grid approach to identify points of difference between online retailers from a consumer’s perspective. The results have important implications for positioning strategies of online retailers and research on online store formats.
Original languageEnglish
Publication year2013
Number of pages7
Publication statusPublished - 2013
Event42nd European Marketing Academy (EMAC) - Istanbul, Turkey
Duration: 4 Jun 20137 Jun 2013
Conference number: 42nd


Conference42nd European Marketing Academy (EMAC)

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