Open AccessResponding To Increased Environmental Hostility: A Study Of The Competitive Behavior Of Small Retailers
Author(s) -
Jeffrey E. McGee,
Michael J. Rubach
Publication year - 2011
Publication title -
journal of applied business research
Language(s) - English
Resource type - Journals
eISSN - 2157-8834
pISSN - 0892-7626
DOI - 10.19030/jabr.v13i1.5774
Subject(s) - hostility , competitive advantage , business , marketing , psychology , social psychology
This article presents the results of a study designed to examine how small retailers responded to the increased environmental hostility created by the recent arrival of Wal-Mart. Data on environmental hostility, competitive tactics, and performance were collected from 238 small independent retailers. Findings suggest that effective pricing tactics were the most effective competitive behavior for small merchants in hostile environments. In benign environments, on the other hand, satisfying selective markets appeared to be the most effective competitive behavior.