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首页> 外文期刊>Journal of Small Business and Enterprise Development >How small family-owned businesses may compete with retail superstores: Tacit knowledge and perceptive concordance among owner-managers and customers
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How small family-owned businesses may compete with retail superstores: Tacit knowledge and perceptive concordance among owner-managers and customers

机译：小型家族企业如何与零售超市竞争：业主经理和客户之间的默契知识和感知一致性

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Purpose - The purpose of this paper is to explore the "perceptive concordance" - the proximity of perceptions of the business- between key managers and customers of two small family-owned and managed businesses ("FBs") and two larger non-FBs in Cagliari, Italy as a preliminary basis for understanding how small retail businesses that are typically family owned have continued to compete and thrive in many Western European cities. Design/methodology/approach - The authors asked how small FBs have been able to compete in an advanced European economy despite apparent competitive disadvantages relative to large superstores selling the same products. In addressing this question the authors drew on a qualitative research methodology in which the authors interviewed senior managers and surveyed customers of the four businesses and applied an original statistical model to assess the degree of their perceptive concordance with over 100 customers of each business. Findings - The study's findings suggest a significant difference between key managers and customers of the sampled FBs and non-FBs in the perceptive concordance of the respective businesses held by those managers and customers. Research limitations/implications - Based on the research in this study the authors have developed a number of scholarly and managerial implications in the way that both FBs and non-FBs may retain old customers and gain new ones by anticipating and not merely responding to their product and service preferences. Originality/value - This paper extends the literature on customer relations management ("CRM") in FBs by explaining how small High Street FBs in competitive retail businesses have continued to thrive in Western Europe where owner-managers have developed and successfully leveraged their tacit knowledge of the requirements of repeat customers.
机译：目的-本文的目的是探索“感知一致性”，即两家小型家族企业和托管企业（FB）和两个较大的非FB的主要经理和客户之间的业务感知接近度。作为了解在许多西欧城市中通常由家族拥有的小型零售企业如何继续竞争和发展的初步基础，意大利卡利亚里。设计/方法/方法-作者问，尽管大型FB相对于销售相同产品的竞争明显不利，但小型FB在欧洲先进经济体系中的竞争能力如何。在解决这个问题时，作者采用了定性研究方法，在该方法中，作者采访了这四家企业的高级管理人员并调查了他们的客户，并应用了原始的统计模型来评估他们与每家企业的100多名客户的感知一致性程度。调查结果-研究结果表明，抽样的FB和非FB的主要经理与客户之间在经理和客户各自业务的感知一致性上存在显着差异。研究局限性/含义-基于这项研究的结果，作者开发了许多学术和管理方面的知识，即FB和非FB都可以通过预期而不只是响应他们的产品来留住老顾客并获得新顾客和服务偏好。原创性/价值-本文通过解释竞争性零售企业中的小型高街FB在西欧不断蓬勃发展的原因，扩展了FB中客户关系管理（“ CRM”）的文献，在那里业主经理发展并成功利用了他们的隐性知识回头客的要求。

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