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Research Talk by Barbara Kahn, Univ. of Pennsylvania

Bar­bara Kahn, Pro­fessor of Mar­ket­ing at the Uni­versity of Pennsylvania (US), held a talk on “The Shop­ping Re­volu­tion: How Suc­cess­ful Re­tail­ers Win Cus­tomers in an Era of End­less Dis­rup­tion” in the frame of our De­part­ment’s Re­search Sem­inar Ser­ies.

She presen­ted a frame­work that sys­tem­at­izes the factors that can help com­pan­ies thrive in a con­stantly chan­ging re­tail en­vir­on­ment. The start­ing point of her talk was the real­iz­a­tion that we are cur­rently wit­ness­ing the start of rad­ical changes in re­tail that will re­vo­lu­tion­ize shop­ping in every possible way. Through prac­tical examples, she vividly il­lus­trated what we can learn from the com­pan­ies that have been most suc­cess­ful dur­ing this wave of change. Par­tic­u­lar em­phasis was placed on the game-chan­ging dom­in­ance of Amazon and its role in the mar­kets it enters. At the same time, the presen­ted frame­work pro­posed vari­ous strategies for com­pan­ies to sur­vive. Suc­cess­ful examples of either es­tab­lished play­ers like Wal­mart or start-ups like Warby Parker were presen­ted. Over­all, this talk high­lighted the chal­lenges con­tem­por­ary re­tail­ers face in keep­ing up with cus­tomers’ ever­-in­creas­ing ex­pect­a­tions and offered novel in­sights and through-­pro­vok­ing solu­tions for com­pan­ies to thrive in the chan­ging re­tail en­vir­on­ment.

For in­form­a­tion on the up­com­ing guest speak­ers at the Re­search Sem­inar Ser­ies, please check the agenda.



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