ABSTRACT
This chapter describes that nonprice strategies resulted in superior performance measured by return on assets (ROA). Gap, Tommy Bahama, and Eileen Fisher also distinguish themselves with nonprice supply chain features. The term retail refers to final sales to consumers who are customers or end users. However, businesses also purchase through retail supply chains. Retail transactions can be identified as business to consumer (B2C) or business to business (B2B). Retail supply chains are more than stores and technically begin with the original sourcing of raw materials for product manufacture. The supply chain will vary among product types and the preferences of customers and end users. A supply chain analogy is the fire brigade, where it is faster to pass the bucket along a chain of people than to have one person carry it the entire distance.
