Mapping responsive retailing to identify future research trajectories
by Deepika Sharma; Sunali Bindra; Rashi Taggar; Sanjay Dhir; Tran Tien Khoa
J. for Global Business Advancement (JGBA), Vol. 13, No. 5, 2020

Abstract: Responsiveness as the subject area has gained the attention of numerous researchers during the last few decades. The subject area has been discussed mostly at the manufacturing and supply chain levels. However, with the emergence of customer centricity, the focus of the subject area has shifted towards the retail chain. This paper aims to explore the present theories epistemologically from the prior research conducted in the area. Furthermore, its purpose is to identify the theories (T), characteristics (C), context (C), and methodologies (M) used in the domain since its inception to advance the science and practice of marketing discipline. A comprehensive dataset with 633 articles from 1969 to 2020 has been created and analysed for the study. Moreover, the authors have proposed significant propositions based on the findings of the study for future empirical tests and theory inventiveness.

Online publication date: Thu, 04-Feb-2021

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