Retail Mix Competitive Advantages Under the VRIO Perspective: A Case Study in an Independent Supermarket

Detalhes bibliográficos
Autor(a) principal: Hermes, Lisiane Caroline Rodrigues
Data de Publicação: 2016
Outros Autores: Cruz, Cassiana Maris Lima, Santini, Laura
Tipo de documento: Artigo
Idioma: por
Título da fonte: REMark - Revista Brasileira de Marketing
Texto Completo: https://periodicos.uninove.br/remark/article/view/12137
Resumo: The purpose of this study is to analyze the competitive advantages based on the retail mix in an independent supermarket, from the perspective of model Value, Rarity, Imitability and Organization (VRIO) proposed by Barney and Hesterly (2007) and of the literature on retail mix, on competitive advantage and on the Resource-Based View (RBV). This research is characterized as a case study with a qualitative approach, carried out through semi-structured interviews with customers and the owner of the supermarket, as well as a non-participant observation script. Based on the data collected content analysis, it was possible to identify that the retail mix variables - location, store atmosphere, intended audience and attendance - are strategies of differentiation and considered as a competitive advantage when compared with the competition.
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spelling Retail Mix Competitive Advantages Under the VRIO Perspective: A Case Study in an Independent SupermarketVantagens Competitivas do Mix de Varejo sob a Ótica da VRIO: Um Estudo de Caso em um Supermercado IndependenteVRIO; RBV; Competitive Advantages; Retail Mix; Independent Supermarket.VRIO; RBV; Vantagens Competitivas; Mix de Varejo; Supermercado Independente.The purpose of this study is to analyze the competitive advantages based on the retail mix in an independent supermarket, from the perspective of model Value, Rarity, Imitability and Organization (VRIO) proposed by Barney and Hesterly (2007) and of the literature on retail mix, on competitive advantage and on the Resource-Based View (RBV). This research is characterized as a case study with a qualitative approach, carried out through semi-structured interviews with customers and the owner of the supermarket, as well as a non-participant observation script. Based on the data collected content analysis, it was possible to identify that the retail mix variables - location, store atmosphere, intended audience and attendance - are strategies of differentiation and considered as a competitive advantage when compared with the competition.O objetivo deste estudo analisar as vantagens competitivas a partir do mix de varejo em um supermercado independente, sob a tica do modelo de Valor, Raridade, Imitabilidade e Organizao (VRIO) proposto por Barney e Hesterly (2007) e da literatura sobre mix de varejo, vantagem competitiva e a Resource-Based Review (RBV). Esta pesquisa caracterizada como relato de um caso com abordagem qualitativa, realizada por meio de entrevistas semiestruturadas com os clientes e a proprietria do supermercado, alm de um roteiro de observao no participante. A partir da anlise de contedo dos dados coletados nas entrevistas e da observao no participante foi possvel identificar que as variveis do mix de varejo: localizao, atmosfera da loja, pblico-alvo e atendimento so estratgias de diferenciao e consideradas como vantagem competitiva em relao concorrncia.Universidade Nove de Julho - Uninove2016-09-27info:eu-repo/semantics/articleinfo:eu-repo/semantics/publishedVersionAvaliado por ParesPeer-reviewed Articleapplication/pdfhttps://periodicos.uninove.br/remark/article/view/1213710.5585/remark.v15i3.3165ReMark - Revista Brasileira de Marketing; v. 15, n. 3 (2016): Julho - Setembro; 373-3892177-5184reponame:REMark - Revista Brasileira de Marketinginstname:Universidade Nove de Julho (UNINOVE)instacron:RBMporhttps://periodicos.uninove.br/remark/article/view/12137/5782Direitos autorais 2019 Revista Brasileira de Marketing – Remarkinfo:eu-repo/semantics/openAccessHermes, Lisiane Caroline RodriguesCruz, Cassiana Maris LimaSantini, Laura2019-02-19T17:40:36Zoai:https://periodicos.uninove.br:article/12137Revistahttps://periodicos.uninove.br/remarkPRIhttps://periodicos.uninove.br/remark/oaiclaudiaraac@uol.com.br || admin@revistabrasileiramarketing.org || admin@revistabrasileiramarketing.org2177-51842177-5184opendoar:2019-02-19T17:40:36REMark - Revista Brasileira de Marketing - Universidade Nove de Julho (UNINOVE)false
dc.title.none.fl_str_mv Retail Mix Competitive Advantages Under the VRIO Perspective: A Case Study in an Independent Supermarket
Vantagens Competitivas do Mix de Varejo sob a Ótica da VRIO: Um Estudo de Caso em um Supermercado Independente
title Retail Mix Competitive Advantages Under the VRIO Perspective: A Case Study in an Independent Supermarket
spellingShingle Retail Mix Competitive Advantages Under the VRIO Perspective: A Case Study in an Independent Supermarket
Hermes, Lisiane Caroline Rodrigues
VRIO; RBV; Competitive Advantages; Retail Mix; Independent Supermarket.
VRIO; RBV; Vantagens Competitivas; Mix de Varejo; Supermercado Independente.
title_short Retail Mix Competitive Advantages Under the VRIO Perspective: A Case Study in an Independent Supermarket
title_full Retail Mix Competitive Advantages Under the VRIO Perspective: A Case Study in an Independent Supermarket
title_fullStr Retail Mix Competitive Advantages Under the VRIO Perspective: A Case Study in an Independent Supermarket
title_full_unstemmed Retail Mix Competitive Advantages Under the VRIO Perspective: A Case Study in an Independent Supermarket
title_sort Retail Mix Competitive Advantages Under the VRIO Perspective: A Case Study in an Independent Supermarket
author Hermes, Lisiane Caroline Rodrigues
author_facet Hermes, Lisiane Caroline Rodrigues
Cruz, Cassiana Maris Lima
Santini, Laura
author_role author
author2 Cruz, Cassiana Maris Lima
Santini, Laura
author2_role author
author
dc.contributor.author.fl_str_mv Hermes, Lisiane Caroline Rodrigues
Cruz, Cassiana Maris Lima
Santini, Laura
dc.subject.por.fl_str_mv VRIO; RBV; Competitive Advantages; Retail Mix; Independent Supermarket.
VRIO; RBV; Vantagens Competitivas; Mix de Varejo; Supermercado Independente.
topic VRIO; RBV; Competitive Advantages; Retail Mix; Independent Supermarket.
VRIO; RBV; Vantagens Competitivas; Mix de Varejo; Supermercado Independente.
description The purpose of this study is to analyze the competitive advantages based on the retail mix in an independent supermarket, from the perspective of model Value, Rarity, Imitability and Organization (VRIO) proposed by Barney and Hesterly (2007) and of the literature on retail mix, on competitive advantage and on the Resource-Based View (RBV). This research is characterized as a case study with a qualitative approach, carried out through semi-structured interviews with customers and the owner of the supermarket, as well as a non-participant observation script. Based on the data collected content analysis, it was possible to identify that the retail mix variables - location, store atmosphere, intended audience and attendance - are strategies of differentiation and considered as a competitive advantage when compared with the competition.
publishDate 2016
dc.date.none.fl_str_mv 2016-09-27
dc.type.driver.fl_str_mv info:eu-repo/semantics/article
info:eu-repo/semantics/publishedVersion
Avaliado por Pares
Peer-reviewed Article
format article
status_str publishedVersion
dc.identifier.uri.fl_str_mv https://periodicos.uninove.br/remark/article/view/12137
10.5585/remark.v15i3.3165
url https://periodicos.uninove.br/remark/article/view/12137
identifier_str_mv 10.5585/remark.v15i3.3165
dc.language.iso.fl_str_mv por
language por
dc.relation.none.fl_str_mv https://periodicos.uninove.br/remark/article/view/12137/5782
dc.rights.driver.fl_str_mv Direitos autorais 2019 Revista Brasileira de Marketing – Remark
info:eu-repo/semantics/openAccess
rights_invalid_str_mv Direitos autorais 2019 Revista Brasileira de Marketing – Remark
eu_rights_str_mv openAccess
dc.format.none.fl_str_mv application/pdf
dc.publisher.none.fl_str_mv Universidade Nove de Julho - Uninove
publisher.none.fl_str_mv Universidade Nove de Julho - Uninove
dc.source.none.fl_str_mv ReMark - Revista Brasileira de Marketing; v. 15, n. 3 (2016): Julho - Setembro; 373-389
2177-5184
reponame:REMark - Revista Brasileira de Marketing
instname:Universidade Nove de Julho (UNINOVE)
instacron:RBM
instname_str Universidade Nove de Julho (UNINOVE)
instacron_str RBM
institution RBM
reponame_str REMark - Revista Brasileira de Marketing
collection REMark - Revista Brasileira de Marketing
repository.name.fl_str_mv REMark - Revista Brasileira de Marketing - Universidade Nove de Julho (UNINOVE)
repository.mail.fl_str_mv claudiaraac@uol.com.br || admin@revistabrasileiramarketing.org || admin@revistabrasileiramarketing.org
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