Economic Analysis: Theory and Practice
 

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Merchandising as an innovative technology for sales efficiency management

Vol. 18, Iss. 2, FEBRUARY 2019

Received: 18 December 2018

Received in revised form: 28 December 2018

Accepted: 14 January 2019

Available online: 28 February 2019

Subject Heading: BUSINESS PERFORMANCE

JEL Classification: D29, F13, G39, L81

Pages: 265–278

https://doi.org/10.24891/ea.18.2.265

Chkalova O.V. National Research Lobachevsky State University of Nizhny Novgorod (UNN), Nizhny Novgorod, Russian Federation
chkalovaov@ iee.unn.ru

ORCID id: not available

Efremova M.V. National Research Lobachevsky State University of Nizhny Novgorod (UNN), Nizhny Novgorod, Russian Federation
efremovamv@iee.unn.ru

ORCID id: not available

Subject The study considers the role of merchandising in improving the efficiency of sales management.
Objectives The purpose is to refine and expand theoretical and methodological provisions of trading companies management on the basis of merchandising.
Methods The study employs general scientific principles and methods of research, like analysis, synthesis, grouping, comparison, induction, deduction, generalization, etc.
Results We analyzed the definitions of merchandising offered by foreign and domestic authors, reviewed and generalized basic scientific approaches to disclose the substance of merchandising. The paper reveals two main approaches to understanding the merchandising: merchandising as a set of tools used in sales outlets to manage sales; and merchandising as a technology to control the behavior of buyers in the sales area that stimulates the shopping process to achieve certain sales results. We present our own understanding of merchandising, focusing attention on its social and economic efficiency and a set of merchandising instruments. We also propose organizational and economic mechanism of sales management on the basis of merchandising, including goals, objects of management, a set of tools, system of socio-economic indicators to assess efficiency; present typical solutions of merchandising techniques; offer social and economic indicators for performance evaluation.
Conclusions The paper underpins the role of merchandising in increasing the efficiency of sales of trade organizations. The study complements the theoretical and methodological provisions of innovative sales management based on merchandising.

Keywords: merchandising, sales management, efficiency, innovation

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