Added Title

Sales generation for brick and mortar retail stores of a premium brand during a pandemic

Date of Publication

9-25-2020

Document Type

Master's Thesis

Degree Name

Master of Business Administration

Subject Categories

Sales and Merchandising

College

Ramon V. Del Rosario College of Business

Department/Unit

Management and Organization Department

Thesis Adviser

Patrick Adriel Aure

Defense Panel Chair

Mary Margaret Que

Defense Panel Member

Pia Manalastas
Marissa Marasigan

Abstract/Summary

Purpose. The purpose of this Action Research paper is to implement and improve on new business models to generate sales to our retail stores which have suffered tremendously due to Covid-19 that drastically lowered foot traffic in malls.

Design. This Action Research paper follows the steps designed by Coghlan and Brannick (2014). We conducted 2 cycles of construction, planning, taking action and evaluating action, and each step was done collaboratively and learning through reflection along the way.

Findings. The Action Research paper tested 2 initiatives and found that each had its own strength. A hybrid of both programs is offered at the end of the paper, which can be further developed to improve sales generation.

Value. This Action Research paper offers scholarly and sensible value to companies greatly affected by the Covid Pandemic as it explores the other considerations required to survive this crisis.

Research Limitations. This Action Research paper is only limited to the implementation of the initiatives within our brick & mortar stores owned by the company. Sales generation and process improvements in Ecommerce and wholesale channels are not included in this study.

Abstract Format

html

Language

English

Format

Print

Keywords

Sales management; Retail trade

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Embargo Period

5-26-2022

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