Value through experience - Customization in Bicycle Retailing

The seminar will be held in English.

The way retailers and customers interact has changed dramatically in recent years. Customers are no longer passive recipients of value from retailers. They are more and more actively involved in value creation. Meanwhile, market instability challenges retailers in outperforming the competition by moving away from sales-oriented transactions to creating value through experience.
HUI Research and Handelns Utvecklingsråd have invited Hamid Jafari to speak on this subject in Stockholm on the 3rd of May. The seminar concerns the results of an exploratory study on the process of customization by investigating how and why retailers and consumers interact in bicycle retailing. This seems to be a win-win situation where the retailers can reduce demand uncertainties, shift some risks further towards customers, achieve positive word-of-mouth and loyalty; while the customers get the opportunity to build self-expression, social recognition, self-esteem, and the construction of identity, since the bikes can reflect the customers’ personality.

Hamid Jafari is a PhD Candidate in Retail Business Administration at the Marketing and Logistics Department at Jönköping International Business School. His research interests include e-Commerce, Supply Chain Strategies, Category Management, and Private Branding in Retail Management. He teaches Retailing, Marketing Management, B2B Marketing and Supply Chain Management.

Tid och plats:
Fredagen den 3 maj.
Kl. 07:30-09:00 (en lättare frukost serveras från kl. 07:30, seminariet börjar kl. 08:00)
Regeringsgatan 60 (Svensk Handels Hus), Stockholm.
 
Seminariet är kostnadsfritt, men anmälan är bindande och ej avbokad plats debiteras med 450 kronor (exklusive moms). Observera att antalet platser är begränsat.
Anmäl dig senast den 1 maj.

Anmälan sker till:
maria.borjesson@hui.se


Frågor om seminariet besvaras av:
Carin Blom
08-762 72 99
 

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