Abstract
In this exploratory study, we examine factors that affect how U.S. retailers on the U.S.–Mexican border manage the elements of the retail mix with respect to Mexican national consumers. Several propositions concerning the effects of competition from Mexican retailers and the recent Peso devaluation on variables of the retail mix and traditional measures of perceived retailer outcomes are advanced. Results indicate that while perceptions of the devaluation of the Peso have an impact on the planning of the retail mix as well as on perceived retail outcome measures, competition from Mexican retailers is not perceived to be an important factor.
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© 2015 The Academy of Marketing Science
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Barnes, J.W., Hadjimarcou, J. (2015). An Exploratory Study of Retailing to the Mexican National Consumer in the Border Zone. In: Wilson, E.J., Hair, J.F. (eds) Proceedings of the 1996 Academy of Marketing Science (AMS) Annual Conference. Developments in Marketing Science: Proceedings of the Academy of Marketing Science. Springer, Cham. https://doi.org/10.1007/978-3-319-13144-3_50
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DOI: https://doi.org/10.1007/978-3-319-13144-3_50
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Publisher Name: Springer, Cham
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Online ISBN: 978-3-319-13144-3
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