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A categorization of small retailer research streams: What does it portend for future research?

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  • Runyan, Rodney C.
  • Droge, Cornelia

Abstract

This paper presents an extensive review of 20+ years of research on small, independent retailers. For each of 134 articles, the focus, theory, analysis, methodology, and key findings were tabled. The articles were classified into distinct streams: strategy; structure; channels; patronage; and labor. Each stream is discussed, separate themes within a stream are identified, and directions for future research within that stream are offered. Directions for future research are also suggested for the small retailing field as a whole. In particular, we address the lack of construct development and the dearth of theoretical underpinning to much of the research.

Suggested Citation

  • Runyan, Rodney C. & Droge, Cornelia, 2008. "A categorization of small retailer research streams: What does it portend for future research?," Journal of Retailing, Elsevier, vol. 84(1), pages 77-94.
    • Handle: RePEc:eee:jouret:v:84:y:2008:i:1:p:77-94
    DOI: 10.1016/j.jretai.2008.01.003
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    2. Sarkar, Dev Narayan & Kundu, Kaushik & Roy Chaudhuri, Himadri, 2016. "Constructing a conceptual model of purchase behaviour of village shopkeepers – a study of small rural retailers in Eastern India," Journal of Retailing and Consumer Services, Elsevier, vol. 28(C), pages 1-16.
    3. Skallerud, Kåre & Korneliussen, Tor & Olsen, Svein Ottar, 2009. "An examination of consumers’ cross-shopping behaviour," Journal of Retailing and Consumer Services, Elsevier, vol. 16(3), pages 181-189.
    4. Matias Nehuen Iglesias, 2021. "The Overlooked Insights from Correlation Structures in Economic Geography," Papers in Evolutionary Economic Geography (PEEG) 2105, Utrecht University, Department of Human Geography and Spatial Planning, Group Economic Geography, revised Jan 2021.
    5. Fabien Eymas & Faouzi Bensebaa, 2021. "Competitive strategies of small independent retailers," Post-Print hal-03179166, HAL.
    6. Jones, Robert & Kim, Youn-Kyung, 2011. "Single-brand retailers: Building brand loyalty in the off-line environment," Journal of Retailing and Consumer Services, Elsevier, vol. 18(4), pages 333-340.
    7. Goodman, Steve & Remaud, Hervé, 2015. "Store choice: How understanding consumer choice of ‘where’ to shop may assist the small retailer," Journal of Retailing and Consumer Services, Elsevier, vol. 23(C), pages 118-124.
    8. Bram Kin & Tomas Ambra & Sara Verlinde & Cathy Macharis, 2018. "Tackling Fragmented Last Mile Deliveries to Nanostores by Utilizing Spare Transportation Capacity—A Simulation Study," Sustainability, MDPI, vol. 10(3), pages 1-15, February.
    9. Thanee Ngaochay, 2011. "Paths to Success for 7-Eleven in Thailand," Information Management and Business Review, AMH International, vol. 3(1), pages 1-7.
    10. Praharsi, Yugowati & Wee, Hui-Ming & Sukwadi, Ronald & Padilan, Marivic V., 2014. "Small-independent retailers vs. organized retailers: An empirical study in Indonesian economics of service industries," Journal of Retailing and Consumer Services, Elsevier, vol. 21(2), pages 108-117.
    11. Sánchez-Gómez, Roberto & Vázquez-Suárez, Luis, 2024. "Organizational structure and store performance in the grocery retail industry: The moderating role of narcissistic leadership," Journal of Retailing and Consumer Services, Elsevier, vol. 79(C).
    12. Dev Narayan Sarkar & Kaushik Kundu & Himadri Roy Chaudhuri, 2016. "Purchase Preference Factors for Traditional Rural Retailers: A Cross-sectional Conceptual Study," Vikalpa: The Journal for Decision Makers, , vol. 41(1), pages 9-27, March.
    13. Lee, Jaeha & Park, Kwangsoo, 2024. "The effects of hedonic shopping values on loyalty towards small retailers: The moderating role of trust," Journal of Retailing and Consumer Services, Elsevier, vol. 76(C).
    14. Osama Bin Ahsan, 2019. "Dimensions Of Brand Communication, Brand Image And Brand Trust As Antecedents Of Brand Loyalty," Journal of Marketing and Logistics (JML), Khadim Ali Shah Bukhari Institute of Technology (KASBIT), vol. 2, pages 31-49, January.
    15. Gilboa, Shaked & Seger-Guttmann, Tali & Mimran, Ofir, 2019. "The unique role of relationship marketing in small businesses’ customer experience," Journal of Retailing and Consumer Services, Elsevier, vol. 51(C), pages 152-164.
    16. Dev Narayan Sarkar & Kaushik Kundu & Himadri Roy Chaudhuri, 2016. "Developing a conceptual model of small independent retailers in developing economies: the roles of embeddedness and subsistence markets," AMS Review, Springer;Academy of Marketing Science, vol. 6(3), pages 176-193, December.
    17. Anoop Kumar Gupta & A.V. Shukla, 2015. "Store Choice Behaviour for Consumer Durables in NCT-Delhi," Paradigm, , vol. 19(2), pages 152-169, December.
    18. Dant, Rajiv P. & Brown, James R., 2008. "Bridging the B2C and B2B Research Divide: The Domain of Retailing Literature," Journal of Retailing, Elsevier, vol. 84(4), pages 371-397.
    19. Fabien Eymas & Faouzi Bensebaa, 2021. "Petits distributeurs indépendants : de l’évitement à l’indifférence concurrentielle ?," Post-Print hal-03960110, HAL.
    20. Grewal, Dhruv & Levy, Michael & Kumar, V., 2009. "Customer Experience Management in Retailing: An Organizing Framework," Journal of Retailing, Elsevier, vol. 85(1), pages 1-14.
    21. Joan B. Garau-Vadell & María D. De-Juan-Vigaray, 2017. "International residential tourist shopping styles," Tourism Economics, , vol. 23(3), pages 485-505, May.
    22. Ramakrishnan, K., 2010. "The competitive response of small, independent retailers to organized retail: Study in an emerging economy," Journal of Retailing and Consumer Services, Elsevier, vol. 17(4), pages 251-258.
    23. Brown, James R. & Dant, Rajiv P., 2009. "The Theoretical Domains of Retailing Research: A Retrospective," Journal of Retailing, Elsevier, vol. 85(2), pages 113-128.

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