1 Department of Management, Aarhus BSS, Aarhus University2 Department of Management - MAPP - Centre for Research on Value Creation in the Food Sector, Department of Management, Aarhus BSS, Aarhus University3 University of Göttingen4 University of Siegen5 Department of Management, Aarhus BSS, Aarhus University
Analysing the consumer’s perspective using a repertory grid approach
Due to the highly competitive nature of the online retail environment, differentiation strategies are of importance for online retailers to gain competitive advantages and to achieve a unique positioning in the market. However, little is known about perceptual dimensions used by consumers to make a distinction between online retailers. The present study addresses this research gap by using a repertory grid approach to identify points of difference between online retailers from a consumer’s perspective. The results have important implications for positioning strategies of online retailers and research on online store formats.