Date of this Version


Document Type

Journal Article

Publication Details

Accepted version

Cadeaux, J., & Dubelaar, C. (2012). Market environment, assortment policy, and performance of small retailers. Australasian Marketing Journal, 20(4), 250-259. ISSN: 1441-3582

Access the journal

2012 HERDC submission. FoR code: 150506

© Copyright 2012 Australian and New Zealand Marketing Academy




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.

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Marketing Commons



This document has been peer reviewed.


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