An investigation of resources and competencies in rural retailers Bachelor thesis, 2FE10E 15 credits, spring 2013 Group 1 2013-05-22 Tutor: Michaela Sandell Examiner: Setayesh Sattari Henric Gustavsson
[email protected] Sofia Kokacka
[email protected] Sophia Lavasani
[email protected] Abstract The last decades has demonstrated a decline in rural trade and an extensive closure of rural stores. As rural stores not only provide rural inhabitants with important service functions and groceries but also constitutes as the basis for a vivid countryside, it is of importance to preserve and develop these. According to the resource based view, the deployment of internal resources and capabilities can lead to competitive advantage and therefore it is of interest to investigate the resources and competencies possessed by rural retailers. Hence, the purpose of the report: From a resource based view, investigate internal resources and competencies for rural retailers, with focus on marketing and entrepreneurship. Based on a review of existing literature, a conceptual model was conducted for this study. The conceptual model suggests that Marketing in SMEs, Services in SMEs, Human- and social capital in SMEs as well as Corporate entrepreneurship in SMEs are all influential for how rural retailers utilise their resources and competencies. For this thesis a multiple-case study was carried out in form of semi-structured interviews with four rural retailers located in the county of Kronoberg. The findings of this research reveal that marketing techniques combined with entrepreneurial thinking had a greater effect on diffusion, than when marketing techniques were practised in isolation. Moreover, services in relation to social capital were also enhanced when combined, rather than standing alone.