Small retailers surviving in a world influenced by global players and digitalization
Reuer, Jacqueline (2019)
Saimaan ammattikorkeakoulu
2019
Creative Commons Attribution-NonCommercial 1.0 Finland
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-201902021872
https://urn.fi/URN:NBN:fi:amk-201902021872
Tiivistelmä
The retailing market has changed considerably due to digitalization thereby, it is becoming more challenging to survive on the market. The aim of this study was to visualize ways that enable small retailers to be successful on the market even though global players are present and digitalization trends are continuously occurring. Information and solutions out of this study might help several companies to discover a way to be competitive or give them hope that even small retailers will have a chance. The major focus was on Amazon as a global player and several case companies that operate inside the food industry.
The data collection took place at two levels. Firstly, a literature review in order to obtain valuable background information and gain sufficient knowledge about the topic. Secondly, data were conducted through four qualitative interviews with case companies.
The result clarified that there are several ways to survive on the market, but it depends on the company which solution is the right one. Solutions can be following a trend of society, focusing on a niche market or a down-to-earth mentality, which leverages many regular customers.
The data collection took place at two levels. Firstly, a literature review in order to obtain valuable background information and gain sufficient knowledge about the topic. Secondly, data were conducted through four qualitative interviews with case companies.
The result clarified that there are several ways to survive on the market, but it depends on the company which solution is the right one. Solutions can be following a trend of society, focusing on a niche market or a down-to-earth mentality, which leverages many regular customers.