2023 Fiscal Year Final Research Report

An Analysis of Gaining Competitive Advantage Based on Retail Skills and Their Transferability: Exploring New Perspectives in Small and Medium Retail Business Research

Research Project

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Project/Area Number	20K01981
Research Category	Grant-in-Aid for Scientific Research (C)
Allocation Type	Multi-year Fund
Section	一般
Review Section	Basic Section 07090:Commerce-related
Research Institution	University of Marketing and Distribution Sciences
Principal Investigator	MUKOYAMA Masao 流通科学大学, 商学部, 教授 (00182072)
Co-Investigator(Kenkyū-buntansha)	白貞壬流通科学大学, 商学部, 教授 (60400074) 趙命来香川大学, 経済学部, 教授 (60582228) 渡邉孝一郎香川大学, 経済学部, 准教授 (60616671)
Project Period (FY)	2020-04-01 – 2024-03-31
Keywords	中小小売商 / 中小小売商の競争優位 / 中小商人 / 小売技能 / 小売技術
Outline of Final Research Achievements	This study explores the craftmanship skills possessed by small and medium-sized retailers as a source of competitive advantage. The research findings are summarized in the following three points. First, a comparative case analysis of major eyewear chain stores and independent eyewear shops led to the concept of "retail skills," demonstrating that these skills constitute a competitive advantage for small and medium-sized retailers. Second, through diverse case studies of liquor stores, furniture stores, and bookstores, the study identified both general skills that transcend industry boundaries and industry-specific skills. Third, the study elucidated the mechanisms by which retail skills impact the performance of small-scale retail stores, demonstrating the sustainability of small and medium-sized retailers.
Free Research Field	商学
Academic Significance and Societal Importance of the Research Achievements	商業論の既存研究では、商人が商業を遂行するためには固有の能力が必要とされながらも、多くの研究は商人を単なる商品を仕入れて再販売する媒介者と捉え、経済的な効率性という側面に焦点を当ててきた。本研究は、この理論的なギャップを埋めるためのものであり、中小小売商人の職人的な能力としての「小売技能」を探求し、商人の能動的かつ創造的な商人像を浮き彫りにした点で学術的意義がある。また、単に商品を右から左に流して利ザヤを取るだけの存在ではなく、中小商人の持つ職人的な能力を活かし、顧客に価格以上の価値を提供する可能性を示すことで、小売商人の地位や存在意義を再評価した点で社会的意義がある。