Competitive strategies of small independent retailers

Competitive strategies of small independent retailers
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小型独立零售商的竞争策略

DOI：
10.1108/ijrdm-06-2020-0212
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发表时间：
2021
期刊：
影响因子：
--
通讯作者：
F. Bensebaa
F. Bensebaa
中科院分区：
--
文献类型：
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作者：
Fabien Eymas;F. Bensebaa

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目的尽管小型独立零售商 (SIR) 在城市中心的振兴中发挥着关键作用，但人们对其实际竞争策略知之甚少。现有文献相当规范，建议 SIR 关注以客户为导向。因此，本研究的目的是确定 SIR 真正采用的竞争策略类型。设计/方法论/方法这项定性研究基于 2018 年我们在巴黎（法国）附近遇到的 13 名书商、啤酒和葡萄酒商人的半结构化访谈。数据分析分两个阶段进行：每次访谈都经过编码以提出主题，然后在认知地图中联系起来。研究结果从研究中得出了五种类型的 SIR 竞争策略，具体取决于他们的主要关注焦点。 SIR 要么没有对抗外部因素的武器而遭受竞争，要么手段有限，专注于与客户的关系，甚至拥有可以依赖的特定资源（创新性格、技能、价值观）以超越普通的客户导向。实际意义对于对竞争战略感兴趣的 SIR 以及寻求新见解以成功振兴城市中心的市政当局来说，类型学应该是一个有用的工具。社会影响 城市中心的振兴对许多西方城市来说是一个巨大的挑战，尤其是原创性/价值据我们所知，这项研究的类型学是第一个关于 SIR 的类型学。理论上，这可能有助于组织对SIR竞争策略的研究。实际上，它可以让我们更好地了解 SIR 的竞争策略。
PurposeDespite the critical role given to small independent retailers (SIRs) in the revitalisation of city centres, little knowledge exists about their actual competitive strategies. Existing literature rather is normative, recommending SIRs to focus on customer orientation. Thus, the aim of this study is to identify the types of competitive strategies really adopted by SIRs.Design/methodology/approachThis qualitative study is based on 13 semi-structured interviews of the booksellers, beer and wine merchants we met around Paris (France) in 2018. Data analysis was conducted in two stages: each interview was coded to bring out themes, which were then linked in cognitive maps.FindingsFive types of SIRs' competitive strategies emerged from the study, depending on their main focus of attention. Either SIRs have no weapon to fight against external factors and they suffer competition or they have limited means and focus on their relationship with customers or even they possess a specific resource they can rely on (innovative character, skills, values) to go beyond ordinary customer orientation.Practical implicationsThe typology should be a useful tool for SIRs interested in competitive strategies and for municipalities looking for new insights to succeed in the revitalisation of their city centres.Social implicationsRevitalisation of city centres is a big challenge for many Western cities, especially small- and middle-sized ones.Originality/valueTo the best of our knowledge, the typology that comes from this study is the very first one on SIRs. Theoretically, it may help organise researches on SIRs' competitive strategies. Pragmatically, it provides a better understanding of SIRs' competitive strategies.