Business Commons^™

Buying Unicorns: The Impact Of Consumer-To-Consumer Branded Buy/Sell/Trade Communities On Traditional Retail Buying Behavior, Catherine Armstrong Soule, Sara Hanson

Marketing Faculty Publications

Branded buy/sell/trade (BBST) is a consumer-to-consumer (C2C) selling phenomenon that is both massive in scale and meaningful in its impact on consumer behavior and the traditional retailing landscape. Consumers buy, sell, and trade one focal brand’s products in these social media-hosted, consumer-initiated communities. This article introduces the phenomenon, differentiates it from other forms of C2C exchange, and explores relationships between members and the brand. Although brands may view these activities as a potential threat to retail sales, the effects are more complex and paradoxical. The authors present data collected from Facebook, in-depth interviews, and a survey. Findings suggest that buyer-sellers …

The Hidden Challenges Of Retail Expansion, Larry N. Bitner, Judith D. Powell

Robins School of Business White Paper Series, 1980-2022

Successful small retailers invariably are tempted to test the adage "more is better." While the expansion allure is more than many can resist, it must be tempered by the realization that many hidden challenges await the unsuspecting entrepreneur.

Success of the new organization will required not only ore but a different kind of effort than used in managing the single store. First, successful operation will now depend on delegating operating decision to professional managers. The autonomy given these managers in a complex decision and may be placed anywhere within a three dimensional continuum depending on the desired image, supervision, and …