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A New Paradigm For Indian Supermarket Retailers Based On Customer-Centric Strategic Approach

Author

Listed:
  • Seema S. Shenoy

    (NITK, Surathkal, & Faculty,iNDIA)

  • Dr.A.H.Sequeira

    (NITK, Surathkal ,Karnataka, India)

  • Dr. Devaraj K

    (SDM PG centre for management studies &research,iNDIA)

Abstract

Supermarket retailers in India admist fierce competition and the only way out is through the attainment of competitive advantage. Strategy is the route to attain competitive advantage that could facilitate firms attain superior performance. The objective of this paper is to develop a conceptual framework on customer-centric retail strategy, to facilitate supermarket retailers in India attain competitive advantage. The paper draws heavily from existing literature on retail strategies and competitive advantage in order to ascertain the most effective customer-centric strategies. Adding strength to the research is the result derived from interviews of supermarket managers and customers; and also the results of pilot study .The work involves identification of constructs and research hypothesis for the proposed framework. The framework contributes to literature by emphasizing on not just effective customer-centric strategies but also, on specific performance outcomes that supermarket retailers could be enjoying riding on these strategies. A new dimension to attainment of competitive advantage and superior performance has definitely been recognized by this research effort. Supermarket retailers in India can be certain of attaining competitive advantage by riding on the proposed strategies.

Suggested Citation

  • Seema S. Shenoy & Dr.A.H.Sequeira & Dr. Devaraj K, 2011. "A New Paradigm For Indian Supermarket Retailers Based On Customer-Centric Strategic Approach," Manager Journal, Faculty of Business and Administration, University of Bucharest, vol. 14(1), pages 238-248, December.
    • Handle: RePEc:but:manage:v:14:y:2011:i:1:p:238-248
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    More about this item

    JEL classification:

    • I21 - Health, Education, and Welfare - - Education - - - Analysis of Education
    • D83 - Microeconomics - - Information, Knowledge, and Uncertainty - - - Search; Learning; Information and Knowledge; Communication; Belief; Unawareness
    • J64 - Labor and Demographic Economics - - Mobility, Unemployment, Vacancies, and Immigrant Workers - - - Unemployment: Models, Duration, Incidence, and Job Search

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