COOPETITION STRATEGY FOR ENHANCING THE SUSTAINABILITY OF FAMILY OWNED KIRANAS IN THE VOLATILE, UNCERTAIN, COMPLEX AND AMBIGUOUS (VUCA) INDIAN RETAIL INDUSTRY
Journal Title: ICTACT Journal on Management Studies - Year 2016, Vol 2, Issue 4
Abstract
Agrarian based Indian economy currently turned into a service based economy. Liberalization of Indian economy as well as present government’s retail sector policy paves way for big organized retailers’ to enter and also expand in the Indian retail market. Currently Indian retail market is dominated by unorganized, family owned kiranas, which hold almost 88% market share. Entry of new big organized players and expansion of existing big players will bring in conflict of interest with the currently dominating kiranas, who provide major employment. This paper discusses about adaptation of coopetition strategy by big organized retailers and kiranas, mainly to mitigate such conflict of interest. As per the strategy, organized big retailers will be the wholesaler for kiranas and kiranas will be the last mile distributor for the big player. Information Communication Technology (ICT) shall bridge the organized and unorganized retailers and play a major role in implementing coopetition strategy. A study was conducted among 272 Kiranas of southern districts of Tamil Nadu to check the feasibility of coopetition strategy. From the study, it is found that most of the Kiranas are ready to adapt “Coopetition strategy”. This strategy will curtail the big organised retailers’ investments in distribution network. At the same time kiranas will not lose their proximate customers business, even if the customer’s order their requirements through E-retail system.
Authors and Affiliations
Mathan C, Balamurugan G, Praveen Paul J
Keywords
Related Articles
- EP ID EP198668
- DOI 10.21917/ijms.2016.0055
- Views 118
- Downloads 0
MODAL SHIFT AS A MEANS FOR ECONOMIC AND SALUBRIOUS ROAD COMMUTE FOR THE STATE OF TAMIL NADU
Tamil Nadu is one of the states in India that has an excellent transportation system. In the recent past, there is a wide gap in the development of Public and Personal commuting system. The daily usage ratio of these two...
EVALUATION OF FACTORS INFLUENCING YOUTH TOWARDS ISLAMIC BANKING IN PAKISTAN
The purpose of this particular study is to evaluate the factors that influence the young customers (18 to 24 years age) in selection Islamic banking in Pakistan. Islamic banking is emerging vastly in Pakistan due to its...
CUSTOMERS’ SATISFACTION TOWARDS RELIANCE JIO SIM WITH SPECIALREFERENCE TO DHARMAPURI DISTRICT
The entitled “Customer satisfaction towards Reliance Jio sim with special reference to Dharmapuri District” is carried out with an objective to determine the customer satisfaction on Reliance Jio sim services in Dharmapu...
INFLUENCE OF CORPORATE RESTRUCTURING ANNOUNCEMENTS ON THE INVESTMENT DECISIONS OF THE INVESTORS
Corporate restructuring strategies of the business entities may be resorted to enhance the profitability of a company or to tide over its weak financial position. Equity investors may give more importance to corporate re...
POLICY SUGGESTIONS ON THE DEVELOPMENT OF SCI-TECH FINANCE IN ZHEJIANG, CHINA
Transformation is a pressure faced by Chinese enterprises. As the first productivity, Sci-tech is the key to enterprise transformation and upgrading, and even to national strategic structural adjustment. Most enterprises...