Research on Operating Performance of Small-Sized Retailers—Case Study of City S Market


Previous studies have shown that small-sized retailers have weak competitiveness. This paper is intended to explore why they can survive in the market for a long time. It is proven that compared with large chain retailers, small-sized retailers are advantageous in employee utilization and gross margin despite of their weakness in commodity purchase and space utilization. Previous studies also reveal that small-sized retailers are significantly fewer in commercially developed regions than commercially underdeveloped regions, suggesting that it becomes harder for small-sized retailers to survive in the market along with gradual improvement of commercial facilities.

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Zhang, J. (2015) Research on Operating Performance of Small-Sized Retailers—Case Study of City S Market. Open Journal of Business and Management, 3, 228-234. doi: 10.4236/ojbm.2015.32022.

Conflicts of Interest

The authors declare no conflicts of interest.


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