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| Tekijä: | Stan, S. (et al.) |
| Otsikko: | Retailing evolution and revolution in a privatizing economy: Small business managers' values and retail strategies in Romania |
| Lehti: | Journal of Euromarketing
2003 : VOL. 12:3-4, p. 55-77 |
| Asiasana: | Small business Managers Retailing Strategy Romania Eastern Europe |
| Vapaa asiasana: | SME |
| Kieli: | eng |
| Tiivistelmä: | This paper discusses the changes in the retailing environment of a privatizing economy of Eastern Europe (here as: E.E.). As independent retailers of E.E. face increasing competition, their future competitive viability depends on the ability to identify strategic niches. One survival strategy (hereafter as: str.) is to become embedded in the local communities. A survey of 191 small retail business managers (here as: mgrs.) in Romania explores the relationships btw. mgrs.' collectivist and individualistic values (hereafter as: val./vals.), market orientation (here as: orntn.), retail-mix str. and performance. The results indicate that mgrs.' collectivist vals. appear to have a positive impact on their ability to assume a customer orntn., which significantly impacts their community oriented str. customer retention and community leadership performance. In contrast, the consequences of mgrs.' individualistic vals. are unclear. |
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