What is it about?

In today's technology-led volatile business environment all established businesses are trembling and retailing is no exception. Exploration of the entrepreneurial side of retailers will expose the essential attitudes to survive in the new world order, and the present study is an attempt towards that end. The study evinces that the retailer's entrepreneurial orientation is induced by five factors namely autonomy, risk-taking, innovation, competitive aggressiveness, and pro-activeness. The study exposes the five dimensions and their ascendancy on business performance.

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Why is it important?

Owing to high level of competition in retailing from Corporate retailers, MNCs and Online trade, traditional retailers need to revisit their strength and should equip with essentials for sustainability in business. This study highlights that the art of spearheading retail business performance lies in attitude orientation. This work will propel retailers and trade bodies to nurture the entrepreneurial orientation.


Literatures need to broaden the scope of entrepreneurship and should include retailing, for the development of entrepreneurship as well as for the welfare of retailing. This paper is establishing retailers as entrepreneurs, and they are elevated at par with SME, MSME entrepreneurs. This paper showcase that every successful retailer need to behave entrepreneurially, to beat emerging challenges in the market.

Palaniappan Sellappan
National Institute of Technology -Tiruchirappalli

Read the Original

This page is a summary of: Delineating entrepreneurial orientation efficacy on retailer’s business performance, Management Decision, January 2020, Emerald, DOI: 10.1108/md-01-2019-0062.
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