Distribution effectiveness through full- and self-service channels under economic fluctuations in an emerging market

Retail distribution is one of the major challenges in emerging economies. These economies are volatile and filled with inefficiencies, and the representativeness of unstructured retail increases the complexity of distribution systems for consumer packaged-goods companies. We analyze 644 brands to extend the existing literature by modeling the retail distribution and market share in an emerging market according to the type of retail channel...