Small business retailing in privatizing economies: The influence of managers' individualistic and collectivist values

Simona Stan, Kenneth R. Evans

Research output: Contribution to journalArticlepeer-review

Abstract

The paper advances a framework and a set of propositions regarding the relative influence of collectivist and individualistic values of small retail business managers on the management of the retail-mix and business performance, in the context of the privatizing economies of Central and Eastern Europe. The conceptual discussion, supported with two case illustrations from Romania, suggests that managers embracing the two value systems develop complementary retail strategies. Managers with more individualistic values tend to be more competitor-oriented and emphasize business growth and innovation, while managers with more collectivist values tend to be more customer-oriented and emphasize business relationships, stability and predictability.

Original languageEnglish
Pages (from-to)123-143
Number of pages21
JournalJournal of East-West Business
Volume5
Issue number1-2
DOIs
StatePublished - Jan 10 2000

Keywords

  • Culture
  • Economic reform
  • Retailing
  • Romania
  • Small business
  • Transition

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