Asociacionismo comercial y cooperación en el comercio detallista¿cuáles son los motivos para asociarse de los comercios riojanos?

  1. Azón Ramos, Jorge 1
  2. Huarte Cristóbal, Marcos 1
  3. Pelegrín Borondo, Jorge 1
  1. 1 Universidad de La Rioja

    Universidad de La Rioja

    Logroño, España


Conocimiento, innovación y emprendedores: camino al futuro
  1. Ayala Calvo, Juan Carlos (coord.)

Publisher: Universidad de La Rioja

ISBN: 84-690-3573-8

Year of publication: 2007

Type: Book chapter

Institutional repository: lock_openOpen access Editor


Competitive rivalry among businesses which operate within the retailing sector is high and increases on a daily basis. As a competitive response, small retailers may seek for cooperation strategies, such as associationism, in order to face the threat of big distribution organizations. This paper analyses the main factors that may lead retailers towards an association strategy. On the basis of this analysis we conclude that a retailer is more likely to associate if: (i) it operates in partnership or as limited company, (ii) has invested in the business in the mid-short term, (iii) merchandises shoes and clothes, and (iv) has a bigger store which is placed at shopping streets and malls