2019 (16), №3

Review of Theoretical Approaches to the Formation of a Company’s Product and Assortment Policy

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.

PDF full
Downloaded: 30

Karolina Mikhaylovna Ilyenkova — Postgraduate Student, Institute of Economics of the Ural Branch of the Russian Academy of Sciences (Ekaterinburg, Russian Federation; e-mail: reiz@inbox.ru).

Valentina Petrovna Neganova — Doctor of Economics, Professor, Head of the Sector of the Development of Agri- food Systems and Marketing Research, Institute of Economics of the Ural Branch of the Russian Academy of Sciences (Ekaterinburg, Russian Federation; e-mail: vp-neganova@yandex.ru).

Alekseeva, A. I. Vasil’ev, Yu. V., Maleeva, A. V., & Ushvickij, L. I. (2006). Kompleksnyy ekonomicheskiy analiz khozyaystvennoy deyatel’nosti [Comprehensive economic analysis of economic activities]. Moscow, Russia: Finansy i statistika. (In Russ.)

Azriliyan, A. N. (Ed.) (2004). Bol’shoy ekonomicheskiy slovar’ [Big economic dictionary] (6th ed.). Moscow, Russia: Institut novoj ehkonomiki, 1376. (In Russ.)

Buneeva, R. I. (2009). Kommercheskaya deyatel’nost’: organizatsiya i upravlenie: ucheb. [Commercial activity: organization and management: textbook]. Rostov-on-Don, Russia: Feniks. (In Russ.)

Gerchikova, I. N. (2008). Menedzhment. Uchebnik [Management. Textbook] (3rd ed.). Moscow, Russia: YUNITI. (In Russ.)

Darbiyan, V. I. (1974). Formirovanie assortimenta i tovarnykh zapasov v torgovle [Formation of assortment and commodity stock in trade]. Moscow, Russia: Ekonomika, 1974 (In Russ.)

Ivanov, A. G., & Yuldasheva, O. U. (2004). Marketing vzaimootnosheniy i upravlenie potentsialom pokupatelya na rynkakh B2B: Monografiya [Relationship marketing and management of buyer potential in B2B markets: Monograph]. St. Petersburg, Russia: SPbGUEHFb Publ., 139. (In Russ.)

Kozhevnikova, S. Y., & Chernorez, E. V. (2018). Assortimentnaya politika predpriyatiy: uchebnoe posobie [Enterprises’ assortment policy: textbook]. St. Petersburg, Russia: SPbGEU Publ., 138. (In Russ.)

Kushch, S. P. (2006). Otnoshencheskie aspekty sovremennoy teorii promyshlennogo marketinga [Relational aspects of the modern theory of industrial marketing]. Vestnik Severnogo (Arkticheskogo) federal’nogo universiteta. Seriya: Gumanitarnye i social’nye nauki [Bulletin of Northern (Arctic) Federal University. Series: Human and social sciences], 2(10), 71–78. (In Russ.)

Neganova, V. P. (2012). Marketing vzaimootnosheniy: mekhanizmy formirovaniya portfelya potrebiteley [Relationship marketing: mechanisms of formation of the customers’ portfolio]. Izvestiya UrGEU [Journal of USUE], 4(42), 81–86. (In Russ.)

Tolmacheva, I. A. (2016). Assortimentnaya politika predpriyatiy: ucheb. posobie [Enterprises’ assortment policy: textbook]. Khabarovsk, Russia: RIC HGUEP, 92. (In Russ.)

Ehrgardt, O. I., & German O. I. (2017). Metody analiza assortimentnoy politiki predpriyatiya [Methods of analysis of an enterprise’s assortment policy]. Ekonomika i biznes: teoriya i praktika [Economics and business: theory and practice], 9, 55–58. (In Russ.)

Yuldasheva, O. U. (2006). Kognitivnyy podkhod k formirovaniyu potentsial’nogo sprosa na tovary i uslugi firmy [Cognitive approach to the formation of potential demand for goods and services of a company]. Vestnik SPbGU. Ser. 8 [Bulletin of SPSU. Series 8], 2, 130–149. (In Russ.)