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Super Selectos: Winning the war against multinational retail chains

Author

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  • Brenes, Esteban R.
  • Ciravegna, Luciano
  • Montoya, Daniel

Abstract

This case describes how Super Selectos, a local food retail chain from El Salvador, succeeds in competing against Walmart, the number one food retailer in the world. The case's structure facilitates a discussion of competitive strategy and positioning in the food retail industry in emerging markets. The case provides enough information for the reader to understand the differentiation strategy that allowed Super Selectos to increase its market share even after Walmart entered its domestic market. The goal of the case is to illustrate how a well formed and executed strategy allows a firm to succeed even against the most resourceful rivals. Discussing the case provides insights into the development of the food retail industry and consumer segmentation in developing economies. The case provides the basis for discussing the strategic options that Walmart has in the Salvadorian market and illustrating the challenges that large multinational corporations face when they are entering new emerging markets.

Suggested Citation

  • Brenes, Esteban R. & Ciravegna, Luciano & Montoya, Daniel, 2015. "Super Selectos: Winning the war against multinational retail chains," Journal of Business Research, Elsevier, vol. 68(2), pages 216-224.
    • Handle: RePEc:eee:jbrese:v:68:y:2015:i:2:p:216-224
    DOI: 10.1016/j.jbusres.2014.09.030
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    References listed on IDEAS

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    1. Dobson, Paul W & Waterson, Michael, 1997. "Countervailing Power and Consumer Prices," Economic Journal, Royal Economic Society, vol. 107(441), pages 418-430, March.
    2. Paul B. Ellickson & Sanjog Misra, 2008. "Supermarket Pricing Strategies," Marketing Science, INFORMS, vol. 27(5), pages 811-828, 09-10.
    3. Holmes, Thomas J, 2001. "Bar Codes Lead to Frequent Deliveries and Superstores," RAND Journal of Economics, The RAND Corporation, vol. 32(4), pages 708-725, Winter.
    4. C.J. Krizan & John Haltiwanger & Lucia Foster, 2002. "The Link Between Aggregate and Micro Productivity Growth: Evidence from Retail Trade," Working Papers 02-18, Center for Economic Studies, U.S. Census Bureau.
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    Cited by:

    1. Andonova, Veneta & Ruíz-Pava, Guillermo, 2016. "The role of industry factors and intangible assets in company performance in Colombia," Journal of Business Research, Elsevier, vol. 69(10), pages 4377-4384.
    2. Ciravegna, Luciano & Brenes, Esteban R., 2016. "Learning to become a high reliability organization in the food retail business," Journal of Business Research, Elsevier, vol. 69(10), pages 4499-4506.
    3. Brenes, Esteban R. & Ciravegna, Luciano & Marcotte, Patrick, 2016. "Assessing agri-business firms' performances: Organizational and marketing business models of high/low sales and ROE outcomes," Journal of Business Research, Elsevier, vol. 69(9), pages 3415-3426.

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