A New Paradigm for Indian Supermarket Retailers Based on Customer-Centric Strategic Approach

Seema S Shenoy, A. H Sequeira and Devaraj k, (2011). A New Paradigm for Supermarket Retailers Based on Customer-Centric Retail Strategic Approach, Manager, University of Bucharest, No.14- 2011, pp238-48

11 Pages Posted: 26 May 2016 Last revised: 26 Nov 2016

See all articles by Seema Shenoy

Seema Shenoy

Sri Dharmasthala Manjunatheswara Post Graduate Centre

Aloysius H. Sequeira

National Institute of Technology Karnataka (NITK), Surathkal

K. Devaraj

Sri Dharmasthala Manjunatheswara Post Graduate Centre

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Date Written: July 16, 2012

Abstract

Supermarket retailers in India admist fierce competition and the only way out is through the attainment of competitive advantage. Strategy is the route to attain competitive advantage that could facilitate firms attain superior performance. The objective of this paper is to develop a conceptual frame-work on customer-centric retail strategy, to facilitate supermarket retailers in India attain competitive advantage. The paper draws heavily from existing literature on retail strategies and competitive advantage in order to ascertain the most effective customer-centric strategies. Adding strength to the research is the result derived from interviews of supermarket managers and customers; and also the results of pilot study. The work involves identification of constructs and research hypothesis for the proposed framework. The framework contributes to literature by emphasizing on not just effective customer-centric strategies but also, on specific performance outcomes that supermarket retailers could be enjoying riding on these strategies. A new dimension to attainment of competitive advantage and superior performance has definitely been recognized by this research effort. Supermarket retailers in India can be certain of attaining competitive advantage by riding on the proposed strategies.

Keywords: supermarket retailers, competitive advantage, customer-centric strategy, competition, superior performance

Suggested Citation

Shenoy, Seema and Sequeira, Aloysius Henry and Devaraj, K., A New Paradigm for Indian Supermarket Retailers Based on Customer-Centric Strategic Approach (July 16, 2012). Seema S Shenoy, A. H Sequeira and Devaraj k, (2011). A New Paradigm for Supermarket Retailers Based on Customer-Centric Retail Strategic Approach, Manager, University of Bucharest, No.14- 2011, pp238-48, Available at SSRN: https://ssrn.com/abstract=2109194

Seema Shenoy

Sri Dharmasthala Manjunatheswara Post Graduate Centre ( email )

Mangalore, Karnataka 575003
India

Aloysius Henry Sequeira (Contact Author)

National Institute of Technology Karnataka (NITK), Surathkal ( email )

School of Management
Surathkal
Mangalore, Karnataka 575025
India
0824 2474000 (Phone)

HOME PAGE: http://som.nitk.ac.in/faculty/aloysius-henry-sequeira

K. Devaraj

Sri Dharmasthala Manjunatheswara Post Graduate Centre ( email )

Mangalore, Karnataka 575003
India

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