Market Image Of Warehousing Services

Although the market image benefit may not be as obvious as other service benefits, it is often seen by sales managers as a major advantage of local warehouses. The market image factor is based on the insight and view that local warehouses (and presumably local stocks) are more responsive to customer needs and offer faster delivery than warehouses that are farther away. As a result, the idea of buying local warehouses would increase market share and potentially increase profits. Although market image factors are a frequently discussed strategy, there is little solid research to confirm its impact on practical benefits.