رویکرد خدمات توزیع برای توسعه استراتژی های رقابتی موثر در برابر "جعبه بزرگ" خرده فروشان

According to one theoretical approach, the primary economic function of retailers is to deliver products together with distribution services. We use this framework to identify competitive niches for smaller retailers competing against big box stores. We compare the distribution services offered by the Home Depot versus smaller retailers using both in-store measures and consumer perception data, and the relative importance of distribution services as determinants of store choice. The results show that the Home Depot's superiority in pricing and assortment attracts a significant market, but smaller retailers can secure niche markets by delivering higher levels of ambiance and information.

Big box retailers have become a powerful force in retailing today, and their impact on the competitive and economic environment has received considerable attention both in the trade press and academic research. For example, both the Journal of Retailing and Consumer Services (volume 7, issue 4) and the International Journal of Retail & Distribution Management (volume 28, issue 4/5) published special issues devoted entirely to the impact of large-format retailers. Smaller retailers who compete against these large firms face tremendous challenges, and several studies provide prescriptive strategies for carving out a competitive niche ( Arnold and Luthra, 2000; Brennan and Lundsten, 2000; Darrow et al., 2001; Litz and Stewart (1998), Litz and Stewart (2000b) and Litz and Stewart (2000d); Peterson and McGee, 2000). One of the most frequently mentioned competitive advantage opportunities for smaller firms is their provision of personal, value-added services ( Andersen, 1997). However, few studies have either measured these services at the retail level, or assessed consumer perceptions of how well retailers deliver them. In this study, we delineate a theoretical framework that defines a broad scope of distribution services, and we use the theory to identify specific types of distribution services that might favor smaller retailers. We then present an empirical study in which we directly measure and assess consumer perceptions of the distribution services provided by the Home Depot, and compare them to the distribution services offered by smaller competitors. We also measure the relative importance of distribution services to consumers in their store patronage. Results from the study indicate that the Home Depot delivers higher levels of several important distribution services, but niche opportunities for smaller retailers are also present.