Research in Action

research-in-action

“Creating relevant and new knowledge to improve businesses.”

By assembling and analyzing real data from retailers, manufacturers and service providers, the Center for Retailing Studies positions itself as the “go-to” resource for all retail related inquiries.

For research in action, visit our press section.

Retailing research conducted at Texas A&M University is relevant, timely and actionable. It addresses and proposes solutions to challenges facing retailers today. It also offers important insight into the future issues that progressive retailers need to be thinking about.

Use our research article database to find citations to various research articles* by our faculty:

Channel Blurring: A Study of Cross-Retail Format Shopping among U.S. Households | Ryan Luchs, J. Jeffrey Inman, Venkatesh Shankar, Journal of Marketing, 2013

  • Channel blurring—a phenomenon in which consumers are moving their purchases of a product category from channels or retail formats traditionally associated with that category (e.g., grocery) to alternative channels (e.g., mass, club, extreme value/dollar) and in which retailers from one channel are selling items traditionally associated with other channels—is of great interest to both manufacturers and retailers. At one time, different retail formats such as grocery, drug, and mass merchandiser served different purposes, but they are becoming indistinguishable. For example, large mass merchandisers such as Walmart … Read More

Are Multichannel Customers Really More Valubale? The Moderating Role of Product Category Characteristics | Kushwaha, Tarun and Venkatesh Shankar, Journal of Marketing, 2013

  • How does the monetary value of customer purchases vary by customer preference for purchase channels (e.g., traditional, electronic, multichannel) and product category? The authors develop a conceptual model and hypotheses on the moderating effects of two key product category characteristics—the utilitarian versus hedonic nature of the product category and perceived risk—on the channel preference–monetary value relationship. They test the hypotheses on a unique large-scale, empirically generalizable data set in the retailing context. Contrary to conventional wisdom that all multichannel customers are more valuable … Read More

* Academic articles often have multiple contributors. Only Texas A&M authors are listed above. Download articles for full citation.

INTERESTED IN LEARNING MORE?

View additional retail papers or search from over 3,500 research items in our Mays Faculty Research Database.