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Leavey School of Business Santa Clara University

Newsmakers

Kirthi Kalyanam : From Volume to Value, Food is a Conversation : Food Innovation Program

Marketing department chair and professor Kirthi Kalyanam spoke on the “new edge of retailing” at Officucina.
JCPenney Research Professor and Director of RMI Krithi Kalyanam Head Shot

Kirthi Kalyanam, the JCPenney Research Professor, and chair of the Marketing Department, had the chance to speak at Officucina on the topic of the “new edge of retailing,” which looked into the digitization of retail, the use of social media, and the rise of mobile companies. In his talk, he pointed at three main steps: a pre-internet retail industry, Amazon’s entry and the evolution of internet, and life after Amazon.

An excerpt from the article:
Retail companies have two important dimensions in which they can be categorized. These are depth and breadth. Having high depth means that the company is good at making a certain kind of product, so the company is specialized in a certain product. Breadth means that a company has a wide variety of products, but is not very specialized. Then there is the ‘new edge of retailing’ which have both a high depth and breadth.

According to Kalyanam, it was clear that the future of retailing lays in this ‘New edge of retailing’ which involves internet retailers like Amazon and specialized marketplaces like Overstock.

Read the full article here»

Learn more about professor Kirthi Kalyanam here»

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