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The Changing Structure of Retail Industry: Case Studies on Competitive Advantage of Small Companies in Croatia

Author

Listed:
  • Blaženka Knežević

    (University of Zagreb, Faculty of Economics and Business, Croatia)

  • Dora Naletina

    (University of Zagreb, Faculty of Economics and Business, Croatia)

  • Mate Damić

    (University of Zagreb, Faculty of Economics and Business, Croatia)

Abstract

Objective: There are two key trends in retail industry since 1990s till nowadays: rapid internationalization and intensive retail concentration. In such a dynamic environment, small companies are striving to preserve their markets and to maintain their business activity. The objectives of the paper are twofold: (1) to explain trends of retail internationalization and concentration and (2) to highlight the possibilities for improving the competitive ability of small retailers. Research Design & Methods: The paper is based on analysis of secondary data available in research papers, studies and official statistics. Firstly, the consequences of retail internationalization and concentration are described. Then, the literature on competitive advantage creation is systemized. In addition, the case study method is used to illustrate successful strategies of competitive advantage creation. Findings: In a changed retail market, small retailers seek the way to improve their competitiveness. As suitable competitiveness strategies, authors describe: (1) retail alliances and (2) differentiation by assortment. Implications & Recommendations: The key trends and their impact on small companies in retail industry are scrutinized. Recommendations to small retailers how to adjust to new market conditions, together with some practical examples, are given. Contribution & Value Added: The paper gives an insight into dynamics of changes in retail structure. Retail alliances and differentiation by assortment are described as two key streams of competitiveness improvement suitable for small retailers.

Suggested Citation

  • Blaženka Knežević & Dora Naletina & Mate Damić, 2016. "The Changing Structure of Retail Industry: Case Studies on Competitive Advantage of Small Companies in Croatia," Entrepreneurial Business and Economics Review, Centre for Strategic and International Entrepreneurship at the Cracow University of Economics., vol. 4(4), pages 171-187.
    • Handle: RePEc:krk:eberjl:v:4:y:2016:i:4:p:171-187
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    References listed on IDEAS

    as
    1. Li, Suhong & Ragu-Nathan, Bhanu & Ragu-Nathan, T.S. & Subba Rao, S., 2006. "The impact of supply chain management practices on competitive advantage and organizational performance," Omega, Elsevier, vol. 34(2), pages 107-124, April.
    2. A. B. Ibrahim & J. R. Goodwin, 1986. "Perceived Causes of Success in Small Business," Entrepreneurship Theory and Practice, , vol. 11(2), pages 41-50, October.
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    More about this item

    Keywords

    retail internationalization; market structure; competitiveness; small retailers;
    All these keywords.

    JEL classification:

    • L81 - Industrial Organization - - Industry Studies: Services - - - Retail and Wholesale Trade; e-Commerce
    • F18 - International Economics - - Trade - - - Trade and Environment
    • D40 - Microeconomics - - Market Structure, Pricing, and Design - - - General

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