DOI:
10.31063/2073-6517/2019.16-3.23
For citation:
Ilyenkova, K. M., & Neganova, V. P. (2019). Review of Theoretical Approaches to the Formation of a Company’s Product and Assortment Policy. Zhurnal Economicheskoj Teorii [Russian Journal of Economic Theory], 16(3), 581-586
Abstract:
The purpose of this article is to review local and foreign literature on theoretical aspects of the study of commodity and assortment policy, the results of which can contribute to the foundation of a common platform for subsequent research. In accordance with the purpose of the study, the following tasks have been set and solved: the main points of view concerning the definition of assortment policy in the works of local and foreign scientists have been considered; nine determinants of the effective formation of assortment policy have been formulated; approaches to the definition of assortment policy have been systematized. It is concluded that, in spite of the variety of scientific approaches and stances, there is no complex definition in academic literature. Therefore, the authors have formulated a definition that reflects nine elements of assortment policy. It is revealed that academic literature offers only one method of implementation of assortment policy which corresponds to market tendencies and contains the fundamentals of both traditional marketing and relationship and cognitive marketing.