Strategic Mismatch: IAHP

In this chapter, we look at why retailers’ counter-strategies fail. That is, untangling the strategic misalignment between consumers’ preferred factors and retailers’ counter-strategies toward customer-centriccustomer-centric organized retailorganized retail/organized retailing. As a result, we provide two Analytic Hierarchy ProcessAnalytic Hierarchy Process (AHP) (AHP)-based evaluation models to prioritize the factors and strategies of preferences from the consumer and retailer perspectivesretailer perspective, respectively, to examine any strategic mismatch. AHPAnalytic Hierarchy Process (AHP) and iAHP\"Interpretive AHP (iAHP)\" are applied from consumer and retailer perspectivesretailer perspective to establish ranks and determine the sub-criterions’ weights for facilitating retailers to develop and adopt a culture of customer-centricity in practice. According to the findings, there is a significant mismatch between the order of consumers’ preferences and how retailers attempt to address those preferences. This misalignment is a significant impediment to a customer-centric, organized retail culture. Ranking consumer-preferred attributes and retailers’ strategies in the organized retail context provides a holistic view for retail managers. This will help them form strategies in such a way that will enhance the inclination of shoppers toward large-format brick-and-mortar retail stores.