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A Marketing Strategy Analysis of Small Retailers

Author

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  • Susan S. Fiorito
  • Raymond W. LaForge

Abstract

Although the need for small firm marketing strategy research is widely acknowledged, few empirical studies have been conducted to date. The present study investigates the marketing strategies of a group of small retailers. Two levels of marketing strategy are identified and tested. The findings suggest the importance of developing an integrated marketing strategy which will effectively position the retailer against other store types, yet also provide a differential advantage for competing against stores of the same type. The article concludes with several suggestions for future strategy research.

Suggested Citation

  • Susan S. Fiorito & Raymond W. LaForge, 1986. "A Marketing Strategy Analysis of Small Retailers," Entrepreneurship Theory and Practice, , vol. 10(4), pages 7-18, April.
  • Handle: RePEc:sae:entthe:v:10:y:1986:i:4:p:7-18
    DOI: 10.1177/104225878601000401
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    Cited by:

    1. Strandholm, Karen & Kumar, Kamalesh & Subramanian, Ram, 2004. "Examining the interrelationships among perceived environmental change, strategic response, managerial characteristics, and organizational performance," Journal of Business Research, Elsevier, vol. 57(1), pages 58-68, January.
    2. Mýsra Çaðla Gül, 2009. "Relative Effects of Marketing Effectiveness Dimensions on Firm Performance: An Empirical Analysis with a Multi-Industry Sample," Bogazici Journal, Review of Social, Economic and Administrative Studies, Bogazici University, Department of Economics, vol. 23(1+2), pages 37-53.
    3. Thomas M. Box & Margaret A. White & Steve H. Barr, 1994. "A Contingency Model of New Manufacturing Firm Performance," Entrepreneurship Theory and Practice, , vol. 18(2), pages 31-45, January.
    4. Abdella Kosa & Idris Mohammad & Dereje Ajibie, 2018. "Entrepreneurial orientation and venture performance in Ethiopia: the moderating role of business sector and enterprise location," Journal of Global Entrepreneurship Research, Springer;UNESCO Chair in Entrepreneurship, vol. 8(1), pages 1-17, December.
    5. Cheng, Li & Wang, Yue & Zhang, Xiao & Zhu, Di, 2023. "Double-edged sword of global demand heterogeneity: How service multinationals capture the benefits and mitigate the costs of managing customer knowledge," Journal of Business Research, Elsevier, vol. 154(C).
    6. Robertson, Christopher & Chetty, Sylvie K., 2000. "A contingency-based approach to understanding export performance," International Business Review, Elsevier, vol. 9(2), pages 211-235, April.
    7. Keonhyeong Lee & Liyuan Wang, 2023. "Chinese High-Tech Export Performance: Effects of Intellectual Capital Mediated by Dynamic and Risk Management Capabilities," SAGE Open, , vol. 13(1), pages 21582440231, February.
    8. Jeffrey G. Covin & Teresa Joyce Covin, 1990. "Competitive Aggressiveness, Environmental Context, and Small Firm Performance," Entrepreneurship Theory and Practice, , vol. 14(4), pages 35-50, July.
    9. Tessa Christina Flatten & Andreas Engelen & Timo Möller & Malte Brettel, 2015. "How Entrepreneurial Firms Profit from Pricing Capabilities: An Examination of Technology–Based Ventures," Entrepreneurship Theory and Practice, , vol. 39(5), pages 1111-1136, September.
    10. Sushil & Kamala Kannan Dinesh, 2022. "Structured Literature Review with TISM Leading to an Argumentation Based Conceptual Model," Global Journal of Flexible Systems Management, Springer;Global Institute of Flexible Systems Management, vol. 23(3), pages 387-407, September.
    11. Thornhill, Stewart & Amit, Raphael, 2001. "A dynamic perspective of internal fit in corporate venturing," Journal of Business Venturing, Elsevier, vol. 16(1), pages 25-50, January.
    12. Bamford, Charles E. & Dean, Thomas J. & McDougall, Patricia P., 2000. "An examination of the impact of initial founding conditions and decisions upon the performance of new bank start-ups," Journal of Business Venturing, Elsevier, vol. 15(3), pages 253-277, May.

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