Author(s)

Jihua Zhang

Management School, Jinan University, Guangzhou, China.

Previous studies have shown that small-sized retailers have weak competitiveness. This paper is intended to explore why they can survive in the market for a long time. It is proven that compared with large chain retailers, small-sized retailers are advantageous in employee utilization and gross margin despite of their weakness in commodity purchase and space utilization. Previous studies also reveal that small-sized retailers are significantly fewer in commercially developed regions than commercially underdeveloped regions, suggesting that it becomes harder for small-sized retailers to survive in the market along with gradual improvement of commercial facilities.

Retailer, Operating Performance, Buyer Power, Information Sharing, Operational Efficiency

Zhang, J. (2015) Research on Operating Performance of Small-Sized Retailers—Case Study of City S Market. Open Journal of Business and Management, 3, 228-234. doi: 10.4236/ojbm.2015.32022.