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Business Strategies of Independent Retailers: Effects of Environmental Hostility

Abstract Our research purpose was threefold: 1) to investigate whether it is the presence of discount retailers or customer patronage that influenced independent retailers’ perceptions of the hostility of their business environment, 2) to examine whether it is the presence of discount retailers, the independent retailers’ perceptions regarding customer patronage of local stores, or independent retailers’ perceptions of the hostility of their business environment that influenced independent retailers’ emphasis on specific business strategies, and 3) to identify relationships between independent retailers’ emphasis on specific business strategies and their performance.Independent retailers’ views concerning the hostility of their business environment were related to customers'patronage of local stores rather than the presence of large discount stores. Independent retailers who shared their market with large discount retailers placed emphasis on a merchandise strategy. However, it was the retailers who focused on financing and operation strategies that reported high performance.