- Title
- Driving the SME shopfront retail innovation development process
- Creator
- Rosenberger III, Philip J.; Pires, Guilherme; Merrilees, Bill
- Relation
- Academy of Marketing Conference 2012. Proceedings of the Academy of Marketing Conference 2012 (Southampton, UK 2-5 July, 2012)
- Relation
- https://marketing.conference-services.net/programme.asp?conferenceID=2958&language=en-uk
- Publisher
- Academy of Marketing
- Resource Type
- conference paper
- Date
- 2012
- Description
- SME shopfront retailers are an important part of the Australian retail landscape. However, there is a lack of understanding of the process by which retail shopfront SMEs go about the shopfront retail innovation-development (SRID) process. The objective of this study was to focus on the "front end" of the SRID process and develop an understanding the inspirations that drive (or initiate) the SRID process for the individual SRID project (i.e. micro-level) in the context of Australian SME shopfront retailers. A multiple case study-based approach was used, with the selection of 15 SME SRID cases. Semi-structured in-depth interviews with SME owner/managers were used along with other data sources. Overall, 26 unique inspiration sources were nominated, which were grouped into three broad categories of inspirations: internal to the firm; external to the firm; and opportunity. Multiple inspirations representing multiple categories were identified for each case. The inspirations reflected the SME and shopfront retail contextual influence, such as control and personal challenges, along with shop-equipment and shop-space concerns. These findings augment the innovation literature as to why innovations are undertaken, through reflecting the uniqueness of the SME shopfront retailer context for SRID.
- Subject
- shopfronts; retail sector; small-and-medium enterprise (SME)
- Identifier
- http://hdl.handle.net/1959.13/1340184
- Identifier
- uon:28411
- Identifier
- ISBN:9780854329472
- Language
- eng
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