Abstract Previous studies have found a convex relation between weighted measures of distribution and market share for consumer products in developed economies, while companies in emerging markets often use a non-weighted (numeric) distribution measure to manage their channel strategy. In contrast to the markets with high retail concentration, the numeric distribution could be best suited to a more fragmented retail market in which the percentage of physical distribution is important. We investigate the effects of expanding numeric versus expanding weighted distribution by studying stores in channels and regions characterized by structural differences in an emerging market. Our data come from retail audits in Brazil and include 91 soft drink manufacturers, 195 brands and 1,110 stock-keeping units. Our study highlights the importance of numeric distribution as a performance measure in this market. Additionally, we show that the effects of numeric and weighted distribution on market share vary by region and channel format.

中文翻译：

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数值分布还是加权分布？不同渠道绩效指标对市场份额的影响

摘要 先前的研究发现，发达经济体消费品的加权分销措施与市场份额之间存在凸关系，而新兴市场的公司通常使用非加权（数字）分销措施来管理其渠道战略。与零售集中度高的市场相比，数字分销可能最适合更分散的零售市场，在这种市场中，实体分销的百分比很重要。我们通过研究新兴市场中以结构差异为特征的渠道和区域中的商店，研究扩大数字与扩大加权分布的影响。我们的数据来自巴西的零售审计，包括 91 家软饮料制造商、195 个品牌和 1,110 个库存单位。我们的研究强调了数字分布作为该市场绩效衡量指标的重要性。此外，我们表明数字和加权分布对市场份额的影响因地区和渠道格式而异。