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Journal of Marketing Theory and Practice Volume 24, 2016 - Issue 2
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Original Articles

A Strategic Choice Theory Taxonomy of Retailers’ Strategic Orientations

Mert TokmanAssociate Professor, Department of Marketing, College of Business, James Madison University, Harrisonburg, VA, [email protected]
,
R. Glenn RicheyRaymond J. Harbert Eminent Scholar and Professor in Supply Chain Management, Department of Aviation and Supply Chain Management, Raymond J. Harbert College of Business, Auburn University, Auburn, AL, [email protected]
&
George D. DeitzAssociate Professor, Department of Marketing & Supply Chain Management, Fogelman College of Business and Economics, The University of Memphis, Memphis, TN, [email protected]
Pages 186-208 | Published online: 23 Mar 2016
 
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Abstract

Grounded in strategic choice theory and employing a latent class analysis model of 371 retailers, this study provides a classification of retailer strategic orientations so that the retailers’ choice of cooperation levels and ultimately their growth performance can be assessed by their suppliers. The results suggest three major classes of retailers based on their strategic orientations: premium, hybrid, and emergent classes. The outcome of this study guides the supplier partners of retailers in developing and maintaining various levels of cooperative relationships based on uniqueresource needs and expectations of each retailer strategic group.

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