Learning objectives
The goal of the course is to provide students with the tools of analysis for assessing, on the one hand, the development factors and innovation methods of retail products and, on the other hand, the effects of this fact on negotiation models between suppliers and retailers. In a context in which the development strategies of businesses can be increasingly interpreted in the light of competitive phenomena, product innovation represents an essential competition and differentiation lever. The evolution of retail context fosters the development of a new negotiation approach focused on consumers behaviours. Therefore, the intention of the course is to analyse the constraints to the development of commercial products, the content of innovative processes and to exploit the role of the evolution of distributive procedures in the creation of value for commercial businesses towards the end consumer and on the intermediate market. The intention of the course is also to verify the links between accepted corporate practice and subject matter of a theoretical and conceptual nature through the study of various national and international case histories of channel marketing policies.