PhDRDV / Institute for Rural Development / In South Africa, various government and private sector-led initiatives have been directed towards promoting youth involvement in small retail businesses. This was designed to counter the high unemployment and poverty rates among youth. However, high failure rates of the initiatives consistently frustrate these noble efforts. Even though this is the case, neither attributes of youth-run small retail business resilience nor the factors that predispose them to the high failure rates are well-known. This situation demands taking urgent action to foster resilience in the youth-run small retail business sector. Thus, the current study focused on identifying the major threats and strengths to business and determining a set of objective criteria and indices for use in measuring resilience. Potential resilience strategies were also sought. The study was conducted in Vhembe District of Limpopo Province in South Africa. An explorative mixed research approach was employed. Participants were selected using both snowball and cluster sampling procedures. Data were collected using semi-structured interview guides and questionnaires. Qualitative data were analysed using Atlas ti version 8 software techniques such as network diagrams and code primary document tables. For each objective, in-depth results were obtained, further interrogated in a survey and analysed using the Statistical Package for Social Sciences software (IBM SPSS; version 25) in the subsequent phase. The main statistical techniques utilised were Principal Component Analysis (PCA) and Kruskal-Wallis tests. Significance was determined at P< 0.5. Results from PCA test reviewed three major threats to small retail business resilience that included poor infrastructure (28.54 %), financial infrastructure (20.97 %) and competition (14.94 %). The three factor structure accounted for a total variance of 64.46 %. Poor infrastructure and financial inadequacy threats did not vary with distance from the urban area (P > 0.05) while competition significantly varied with distance from the urban area (P< 0.05). With regard to strengths, PCA analysis produced a four factor structure that explained a total variance of 54.59 %. The four major strengths included marketing ability (16.97 %), good customer care (14.42 %), business knowledge (12.08 %) and commitment (11.13 %). A six dimension criteria for measuring small retail business resilience was established using PCA. The six dimensions encompassed security measures (18.01 %), outsourcing abilities (13. 70 %), marketing strategies (10.07), risk management (8.54 %), financial management (8.43 %) and innovation (7.89 %). The six factor structure explained a total variance of 66.67 %. These resilience pillars were related to threat detection, prevention and adaptation business mechanisms. Four resilience dimensions (security measures, marketing abilities, risk management and innovation) were similar across distance variations from the urban area (P> 0.05). However, significant differences between urban and rural areas were observed in two variables, that is, joining business alliances (P=0.012) linked to outsourcing abilities and keeping money away from the business premise (P=0.034) associated with financial management. Resilience indices were further developed utilising the six building blocks of the criteria. The indices for measuring small retail business resilience were expressed in the formula: R1= ƒ (SM1, OA1, MS1, RM1, FM1, I1, S1) + e where SM=Security Measures; OA= Outsourcing Abilities; MS= Marketing Strategies; OM=Risk Management; FM= Financial Management; I= Innovation; S= Subjective resilience dimensions and 1= particular time; e= error. The assumption underpinning these indices was that, small retail business resilience is not observable and thus it can be measured through assessing each dimension separately at a particular time. The outcomes reflected that, measuring youth-owned small retail businesses resilience encompasses a clear understanding of area specific threats and the subsequent customised performance measures. Resilience dimensions may change with time due to socio-economic changes, government policies and local conditions. As such, it is crucial to constantly assess youth small retail businesses in order to determine their current status and changes in resilience components. Current strategies and potential interventions for promoting small business resilience were also reviewed. Small retailers were currently utilising strategies such as business collaboration, specialisation and stock diversification. To, address the weaknesses associated with presently utilised strategies, potential interventions that encompassed financial support, provision of cheap stands, need for financial assistance and provision of business training and infrastructure upgrades were proposed. The present study provided a criteria and resilience indices that can be used by policy implementers, development agencies and funders to determine resilience drivers, monitor changes in resilience attributes over time and identify necessary interventions in the small retail sector. This assists decision makers to make pre-informed decisions before providing support to youth small retailers. The use of participatory research methods in the present study helped to ground the work in the youth small retail sector and thus, contributing to community engagement practices. The use of mixed study approaches has been consistently recommended in studies related to resilience measurement methods. As a result, the mixed research methods utilised in the present study provides directions for future replication in studies aimed at developing approaches for measuring resilience in the small business sector. Lastly, the simplicity of the criteria and indices make it easier for small retail business owners and other practitioners to use in future. / NRF

Managing cash flow and cash conversion cycle is a crucial component of the overall financial management within businesses, particularly small businesses. A business is required to maintain a balance between its liquidity and profitability while conducting its day-to-day operations. Monitoring of cash as an indicator of financial health is important in the view of its crucial role within businesses. This requires a business to run an effective working capital management efficiently and profitably. Hence, efficient working capital management includes decisions on how much to invest in customers, inventory and accounts receivable, and the extent of credit to accept from suppliers. The purpose of the study was to examine the effect of working capital management on the profitability of small retail business with the Emfuleni Local Municipality. Three variables were used as a measure of working capital management, namely the number of days inventory on hand, number of days accounts payable, number of days account receivable. The return on assets was used to measure profitability. The study adopted the quantitative research approach using a structured questionnaire. A non-probability purposive sampling method was followed, where a total of 222 questionnaires were analysed. Spearman’s correlation analysis was conducted to examine the linear relationship between working capital management and the rate of return on assets. The results indicated that the period it takes the business to collect money from its customers impacts on the period it takes to pay the suppliers. A weak correlation was also reported between the number of days accounts are payable and the cash conversion cycle. Strong correlations also exist between day’s accounts receivable and the cash conversion cycle and days inventory on hand with the cash conversion cycle. Regression analysis results show that days account receivables have made the largest impact on return on assets. Small businesses may have to decrease the cash conversion cycle in order to help maintain value within the business. The number of days for accounts receivable should be reduced to a reasonable period (shorter than the creditor’s payment period). Small businesses may consider shortening the number of days inventory is held within the business, as this also will decrease the cost of obsolete stock.

Historicamente, as indústrias conquistaram espaço no mercado a partir do aumento de seu volume de produção e da redução no preço dos produtos. Tal estratégia, no entanto, não se mostrou eficaz nas últimas décadas, visto que a mesma foi copiada por todos os fabricantes. Dessa forma, uma nova estratégia foi adotada pelas indústrias com o objetivo de diferenciar seus produtos da concorrência, especialmente no âmbito varejista. As indústrias passaram, então, a criar novas linhas de produtos, com o propósito de atingir esse objetivo. Todavia, mais uma vez as estratégias adotadas pelas indústrias não tiveram o impacto esperado. Em especial no setor de bens de consumo não duráveis, os espaços varejistas passaram a ficar super abastecidos, sendo que muitos dos produtos comercializados apresentavam baixo giro e baixa rentabilidade, além de muitas marcas possuírem pouco apelo junto ao consumidor final. Diante desse cenário, o varejo começou a ditar os produtos e marcas que seriam comercializados em seus estabelecimentos, elevando seu poder frente à indústria. Essa inversão de poder no mercado varejista obrigou os fabricantes a reverem a maneira como desenvolviam o relacionamento com seus clientes de canal, principalmente com o varejo. Antes preocupada em atender apenas as necessidades dos consumidores finais, a indústria buscou atender também as demandas de seus clientes de canal, criando, então, os departamentos de trade marketing. As atividades de trade marketing foram inicialmente aplicadas pelas indústrias de bens de consumo não duráveis em grandes redes varejistas. Esse fenômeno se reflete na academia, aonde a maioria dos estudos sobre trade marketing tem como objeto de pesquisa essas indústrias, com poucos estudos realizando uma abordagem a partir da visão do varejo. No entanto, os poucos estudos que abordam a visão do varejo sobre o trade marketing não são aplicados no segmento alimentar, no qual ocorreram as transformações varejistas mais intensamente. O pequeno varejo, apesar de possuir considerável importância na economia brasileira e na comercialização de muitas categorias de produto, é pouco explorado na literatura de trade marketing. Dessa forma, torna-se interessante compreender como funciona o trade marketing quando desenvolvido em pequenos varejistas do segmento alimentar e, se não for desenvolvido, quais as razões para esse fenômeno. Diante dessa oportunidade de pesquisa, esta dissertação foi conduzida com um referencial teórico abordando os grandes tópicos \"canais de distribuição\" e \"trade marketing\". A pesquisa, do tipo exploratória e qualitativa, utilizou-se do método de estudo de casos múltiplos. Foram realizadas entrevistas semiestruturadas com três pequenos varejistas da cidade de Piracicaba, e tiradas fotos do interior dos estabelecimentos. Os resultados proporcionaram a conclusão que as atividades envolvendo comunicação e promoção são realizadas tanto em conjunto por indústria e pequeno varejo, quanto individualmente pelo varejista; que a definição de preços é realizada individualmente pelo varejista; que o relacionamento estabelecido entre indústria e pequeno varejo é eficaz, apesar dos varejistas não acreditarem na existência de cooperação entre ambos; que o compartilhamento de informações é pessoal, sem o auxílio de ferramentas eletrônicas e que a gestão por categorias é desenvolvida pelo pequeno varejo sem o auxílio da indústria. / Historically, industries have gained market space by increasing their production volume and reducing product prices. Such a strategy, however, has not proved effective in recent decades since it has been copied by all manufacturers. In this way, a new strategy was adopted by the industries with the objective of differentiating their products from the competition, especially in the retail area. The industries then started to create new product lines, in order to achieve this objective. However, again the strategies adopted by the industries did not have the expected result. Particularly in the non-durable consumer goods sector, retail spaces became overcrowded, with many of the products marketed presenting low rotation and low profitability, as well as the fact that many brands have little appeal to the shopper. Faced with this scenario, the retailer began to choose the products and brands that would be marketed in their establishments, which increased their power. This exchange of power in the retail market forced manufacturers to review how they developed the relationship with their channel partners, particularly retailers. Previously concerned with meeting only the needs of shoppers, the industry also began to meet the demands of its channel partners, creating the trade marketing departments. Trade marketing activities were initially applied by non-durable consumer goods industries in large retail chains. This phenomenon is reflected in the academy, where most of the studies on trade marketing have as object of research these industries, with few studies taking an approach from the perspective of the retail. However, the few studies that approach the retail vision about trade marketing are not applied in the food segment, where the retail transformations occurred more intensely. Small retailers, despite having considerable importance in the Brazilian economy and in the commercialization of many product categories, are little explored in the trade marketing literature. In this way, it becomes interesting to understand how trade marketing works when developed in small retailers in the food segment and, if not developed, what the reasons for this phenomenon. Faced with this research opportunity, this dissertation was conducted with a theoretical framework approachig the major topics \"distribution channels\" and \"trade marketing\". The research is exploratory and qualitative and used the multiple case study method. Semi-structured interviews were conducted with three small retailers in the city of Piracicaba, and photographs were taken of the inside the establishments. The results provided the conclusion that the activities involving communication and promotion are carried out jointly by industry and small retail and also individually by the retailer; that the pricing is carried out individually by the retailer; that the established relationship between industry and small retailers is effective, although retailers do not believe in the existence of cooperation between them; that the sharing of information is personal, without the help of EDI and that category management is developed by small retailers without the help of industry.

O relacionamento entre empresas e seus clientes, a durabilidade deste relacionamento, confiança e comprometimento são variáveis fundamentais que interferem no desempenho das empresas e podem gerar ganhos de vantagens competitivas para uma organização. Os programas de relacionamento fazem parte das estratégias para chegar ao consumidor final e para manter um relacionamento produtivo com os membros do canal. Nos mercados emergentes, o pequeno varejo passou a ser um canal de grandes oportunidades para a indústria, no entanto, é um canal que possui flexibilidade no oferecimento de serviços às necessidades variadas dos consumidores. Este estudo buscou entender quais os fatores críticos para o sucesso de um programa de relacionamento realizado pela indústria ao pequeno varejo e também propor um método para sua construção pela perspectiva da indústria. Foram verificados os direcionadores que afetam este relacionamento, caracterizados pelo comprometimento, satisfação, confiança e a sensação de pertencer e exclusividade do pequeno varejista com a indústria fornecedora. O procedimento metodológico utilizado para o desenvolvimento desta pesquisa aplicada é a pesquisa exploratória de caráter qualitativo através do método de estudo de caso único em uma indústria do setor de alimentos. Uma indústria no Brasil do setor de alimentos foi selecionada, e seus programas de relacionamento ao pequeno varejista foram analisados e comparados, através de análise de documentos e entrevistas com colaboradores da indústria e pequenos varejistas que participam destes programas. Deste modo, foi proposto, através do estudo de conceitos teóricos de marketing de relacionamento e programas de relacionamento a canais, e a partir do estudo de caso realizado, um método para elaboração e programa e relacionamento de marketing para pequenos varejistas. Quatro etapas para o método foram sugeridas: análise externa e interna; definição de estratégias e participantes do programa; definição dos indicadores de desempenho e benefícios, e gestão de programas de relacionamento para pequenos varejistas. / The relationship between companies and their customers, the durability of this relationship, trust and commitment are key variables that affect the performance of companies in the market in which they operate. The relationship programs are part of the strategies to reach the end consumer and to maintain productive relationships with channel members. In emerging markets, small retailers have become a channel of great opportunities for the industry, however, are a very wide channel and have some flexibility of service differentiation to meet the varying needs of consumers, unexplored question by industries. This study aimed at the understanding of which are the critical factors for the success of relationship programs that are conducted by the industry to the small retail, and also propose a method for its construction. The drivers that affect this relationship, characterized by commitment, satisfaction, confidence and a sense of belonging and exclusivity of the small retailer with the industry were checked. The approach used for the development of this applied research is an exploratory qualitative research study, using the method of case study in a single industry in the food sector. An industry of the food sector in Brazil was selected. Their relationship programs to small retailers were analyzed and compared through documents analysis and interviews with the industry\'s collaborators and small retailers that participate in these programs. Thus, a method was proposed (through the study of theoretical concepts of relationship marketing and relationship programs, and the case study) to elaborate a relationship program for small retailers. The steps suggested are: external and internal analysis; definition of strategies and program participants; definition of performance indicators and benefits, and management of relationship programs for small retailers.

Small businesses have an important role to play in the U.S. economy. However, employee fraud can jeopardize the sustainability of small businesses. Grounded on Cressey's fraud triangle theory, the purpose of this multiple case study was to explore strategies used by selected managers and owners of small retail businesses to detect and prevent employee fraud. Ten participants from 5 small retail businesses participated in the study. Nine participated in a face-to-face semistructured interview, and 1 participated in a telephone interview. These participants included 5 owners and 5 managers of small retail businesses in the state of Michigan in the United States who have implemented strategies to detect and prevent employee fraud. Through a process of methodological triangulation, casual observations and documentary evidence supplemented data collected through semistructured interviews. Using thematic analysis by coding narrative segments, the research findings included themes of controls and communication, cash register accountability, segregation of duties, monitoring, and action against perpetrators. Managers and owners of small businesses may benefit from the findings of this study by gaining awareness of the need to detect and prevent employee fraud. The implications for positive social change may include the potential to increase appropriate controls over employee fraud, thus enabling owners of small retail business an opportunity to operate effectively and efficiently, which could increase employment opportunities. Increased employment opportunities could create a positive effect on other small retail businesses and allow local communities to prosper.

Employee turnover is high in small retail business, compelling business leaders to implement strategies that successfully reduce employee turnover. The conceptual framework guiding this study was the Herzberg 2-factor theory because the theory identifies factors that influence job satisfaction and employee turnover. The study population was retail owners and managers from small businesses in the retail industry in San Antonio, Texas who had demonstrated successful strategies to reduce employee turnover. A focus group was conducted with 4 retail managers, and semistructured interviews were conducted with 2 small retail owners, all of whom were recruited via purposeful criterion-based sampling. Yin's 5-step process for data analysis of compiling, disassembling, reassembling, interpreting, and concluding resulted in themes of continuous learning in the workplace, communication, and valuing employees. These leaders provided continuous learning in the workplace, which demonstrated their value of their employees. Communication was a key concept discussed by all participants, as it built credibility with leaders and employees, increased productivity, and reduced turnover. The study has value to the practice of business because results may benefit industry growth by increasing retail leaders' knowledge levels about employee turnover. The findings may affect positive social change as leaders apply strategies useful for reducing employee turnover as lower turnover rates might reduce unemployment, stabilize communities, and improve the human and social conditions outside the workplace.

Orientador: Ricardo Adib Castillo / Tese (doutorado) - Universidade Estadual de Campinas, Instituto de Geociencias / Made available in DSpace on 2018-08-15T06:16:32Z (GMT). No. of bitstreams: 1 Xavier_MarcosAntoniodeMoraes_D.pdf: 3740488 bytes, checksum: 3b07b7e04caa9975ffbe93186f0feeee (MD5) Previous issue date: 2009 / Resumo: A fragmentação geográfica da produção somada à necessidade de uma rápida reposição de estoques com maior freqüência e segundo prazos cada vez mais curtos, tanto na indústria quanto no varejo, torna a busca pela maior fluidez da circulação uma imposição para a sobrevivência das empresas. Fato que, no Brasil, é acentuado com a abertura da economia, impondo uma maior competitividade às empresas, e com as mudanças no consumo advindas com a estabilização da moeda brasileira após 1994, incluindo sua expansão social e territorial. Em resposta a este verdadeiro imperativo, tem ocorrido a ascensão das atividades voltadas ao planejamento, ao controle e à gestão dos fluxos da logística de distribuição. De um lado, observamos a redefinição da logística empresarial e, de outro, acompanhamos a formação de uma nova organização produtiva do território em que os meios materiais e normativos passam a constituir arranjos que tendem a ampliar a vida de relações entre os lugares. No âmbito deste processo, os atacadistas distribuidores de produtos de mercearia básica continuam exercendo um papel significativo na intermediação entre a indústria e o pequeno varejo. As modernizações do atacado brasileiro acompanham um novo arranjo dos circuitos espaciais da produção e possibilitam uma maior vida de relações entre as cidades, o que contribui para o curto-circuito das redes urbanas regionais e confirma o elo existente entre os dois circuitos da economia urbana brasileira. Estas modernizações incluem o ganho de eficácia nas operações logísticas por meio da adoção de novas tecnologias e métodos organizacionais e novas relações de cooperação, sobretudo, com o pequeno varejo por intermédio da prestação de diversos serviços e pela gestão de redes de negócios que reafirmam seu papel de elo entre os dois circuitos da economia urbana brasileira / Abstract: The current space division of labour increases the importance of circulation in production process and imposes a rapid and more frequent replacement of supplies, according to shorter stated periods, both in industry and retail. In Brazil, the opening of the economy, imposing a bigger competitiveness to the companies, and the social and territorial expansion of consumption have affected the organization and the structure of the wholesale companies. In reply, the logistics, as the management of the flow of goods, information and other resources, has enhanced the activities of planning and control. As the logistics becomes more important, a new organization of territory arises, increasing the relationships among places. Thus, we conclude that the wholesale distributors continue exerting a significant role in the intermediation between the industry and small retail. The modernization of Brazilian wholesale companies play an important role in the new spatial arrangement of the circuits of production and in the relationships among cities, which contributes to the short circuit of the urban and regional networks and confirm the link existing between the two circuits of urban economy in Brazil / Doutorado / Análise Ambiental e Dinâmica Territorial / Doutor em Ciências

Historicamente, as indústrias conquistaram espaço no mercado a partir do aumento de seu volume de produção e da redução no preço dos produtos. Tal estratégia, no entanto, não se mostrou eficaz nas últimas décadas, visto que a mesma foi copiada por todos os fabricantes. Dessa forma, uma nova estratégia foi adotada pelas indústrias com o objetivo de diferenciar seus produtos da concorrência, especialmente no âmbito varejista. As indústrias passaram, então, a criar novas linhas de produtos, com o propósito de atingir esse objetivo. Todavia, mais uma vez as estratégias adotadas pelas indústrias não tiveram o impacto esperado. Em especial no setor de bens de consumo não duráveis, os espaços varejistas passaram a ficar super abastecidos, sendo que muitos dos produtos comercializados apresentavam baixo giro e baixa rentabilidade, além de muitas marcas possuírem pouco apelo junto ao consumidor final. Diante desse cenário, o varejo começou a ditar os produtos e marcas que seriam comercializados em seus estabelecimentos, elevando seu poder frente à indústria. Essa inversão de poder no mercado varejista obrigou os fabricantes a reverem a maneira como desenvolviam o relacionamento com seus clientes de canal, principalmente com o varejo. Antes preocupada em atender apenas as necessidades dos consumidores finais, a indústria buscou atender também as demandas de seus clientes de canal, criando, então, os departamentos de trade marketing. As atividades de trade marketing foram inicialmente aplicadas pelas indústrias de bens de consumo não duráveis em grandes redes varejistas. Esse fenômeno se reflete na academia, aonde a maioria dos estudos sobre trade marketing tem como objeto de pesquisa essas indústrias, com poucos estudos realizando uma abordagem a partir da visão do varejo. No entanto, os poucos estudos que abordam a visão do varejo sobre o trade marketing não são aplicados no segmento alimentar, no qual ocorreram as transformações varejistas mais intensamente. O pequeno varejo, apesar de possuir considerável importância na economia brasileira e na comercialização de muitas categorias de produto, é pouco explorado na literatura de trade marketing. Dessa forma, torna-se interessante compreender como funciona o trade marketing quando desenvolvido em pequenos varejistas do segmento alimentar e, se não for desenvolvido, quais as razões para esse fenômeno. Diante dessa oportunidade de pesquisa, esta dissertação foi conduzida com um referencial teórico abordando os grandes tópicos \"canais de distribuição\" e \"trade marketing\". A pesquisa, do tipo exploratória e qualitativa, utilizou-se do método de estudo de casos múltiplos. Foram realizadas entrevistas semiestruturadas com três pequenos varejistas da cidade de Piracicaba, e tiradas fotos do interior dos estabelecimentos. Os resultados proporcionaram a conclusão que as atividades envolvendo comunicação e promoção são realizadas tanto em conjunto por indústria e pequeno varejo, quanto individualmente pelo varejista; que a definição de preços é realizada individualmente pelo varejista; que o relacionamento estabelecido entre indústria e pequeno varejo é eficaz, apesar dos varejistas não acreditarem na existência de cooperação entre ambos; que o compartilhamento de informações é pessoal, sem o auxílio de ferramentas eletrônicas e que a gestão por categorias é desenvolvida pelo pequeno varejo sem o auxílio da indústria. / Historically, industries have gained market space by increasing their production volume and reducing product prices. Such a strategy, however, has not proved effective in recent decades since it has been copied by all manufacturers. In this way, a new strategy was adopted by the industries with the objective of differentiating their products from the competition, especially in the retail area. The industries then started to create new product lines, in order to achieve this objective. However, again the strategies adopted by the industries did not have the expected result. Particularly in the non-durable consumer goods sector, retail spaces became overcrowded, with many of the products marketed presenting low rotation and low profitability, as well as the fact that many brands have little appeal to the shopper. Faced with this scenario, the retailer began to choose the products and brands that would be marketed in their establishments, which increased their power. This exchange of power in the retail market forced manufacturers to review how they developed the relationship with their channel partners, particularly retailers. Previously concerned with meeting only the needs of shoppers, the industry also began to meet the demands of its channel partners, creating the trade marketing departments. Trade marketing activities were initially applied by non-durable consumer goods industries in large retail chains. This phenomenon is reflected in the academy, where most of the studies on trade marketing have as object of research these industries, with few studies taking an approach from the perspective of the retail. However, the few studies that approach the retail vision about trade marketing are not applied in the food segment, where the retail transformations occurred more intensely. Small retailers, despite having considerable importance in the Brazilian economy and in the commercialization of many product categories, are little explored in the trade marketing literature. In this way, it becomes interesting to understand how trade marketing works when developed in small retailers in the food segment and, if not developed, what the reasons for this phenomenon. Faced with this research opportunity, this dissertation was conducted with a theoretical framework approachig the major topics \"distribution channels\" and \"trade marketing\". The research is exploratory and qualitative and used the multiple case study method. Semi-structured interviews were conducted with three small retailers in the city of Piracicaba, and photographs were taken of the inside the establishments. The results provided the conclusion that the activities involving communication and promotion are carried out jointly by industry and small retail and also individually by the retailer; that the pricing is carried out individually by the retailer; that the established relationship between industry and small retailers is effective, although retailers do not believe in the existence of cooperation between them; that the sharing of information is personal, without the help of EDI and that category management is developed by small retailers without the help of industry.

O relacionamento entre empresas e seus clientes, a durabilidade deste relacionamento, confiança e comprometimento são variáveis fundamentais que interferem no desempenho das empresas e podem gerar ganhos de vantagens competitivas para uma organização. Os programas de relacionamento fazem parte das estratégias para chegar ao consumidor final e para manter um relacionamento produtivo com os membros do canal. Nos mercados emergentes, o pequeno varejo passou a ser um canal de grandes oportunidades para a indústria, no entanto, é um canal que possui flexibilidade no oferecimento de serviços às necessidades variadas dos consumidores. Este estudo buscou entender quais os fatores críticos para o sucesso de um programa de relacionamento realizado pela indústria ao pequeno varejo e também propor um método para sua construção pela perspectiva da indústria. Foram verificados os direcionadores que afetam este relacionamento, caracterizados pelo comprometimento, satisfação, confiança e a sensação de pertencer e exclusividade do pequeno varejista com a indústria fornecedora. O procedimento metodológico utilizado para o desenvolvimento desta pesquisa aplicada é a pesquisa exploratória de caráter qualitativo através do método de estudo de caso único em uma indústria do setor de alimentos. Uma indústria no Brasil do setor de alimentos foi selecionada, e seus programas de relacionamento ao pequeno varejista foram analisados e comparados, através de análise de documentos e entrevistas com colaboradores da indústria e pequenos varejistas que participam destes programas. Deste modo, foi proposto, através do estudo de conceitos teóricos de marketing de relacionamento e programas de relacionamento a canais, e a partir do estudo de caso realizado, um método para elaboração e programa e relacionamento de marketing para pequenos varejistas. Quatro etapas para o método foram sugeridas: análise externa e interna; definição de estratégias e participantes do programa; definição dos indicadores de desempenho e benefícios, e gestão de programas de relacionamento para pequenos varejistas. / The relationship between companies and their customers, the durability of this relationship, trust and commitment are key variables that affect the performance of companies in the market in which they operate. The relationship programs are part of the strategies to reach the end consumer and to maintain productive relationships with channel members. In emerging markets, small retailers have become a channel of great opportunities for the industry, however, are a very wide channel and have some flexibility of service differentiation to meet the varying needs of consumers, unexplored question by industries. This study aimed at the understanding of which are the critical factors for the success of relationship programs that are conducted by the industry to the small retail, and also propose a method for its construction. The drivers that affect this relationship, characterized by commitment, satisfaction, confidence and a sense of belonging and exclusivity of the small retailer with the industry were checked. The approach used for the development of this applied research is an exploratory qualitative research study, using the method of case study in a single industry in the food sector. An industry of the food sector in Brazil was selected. Their relationship programs to small retailers were analyzed and compared through documents analysis and interviews with the industry\'s collaborators and small retailers that participate in these programs. Thus, a method was proposed (through the study of theoretical concepts of relationship marketing and relationship programs, and the case study) to elaborate a relationship program for small retailers. The steps suggested are: external and internal analysis; definition of strategies and program participants; definition of performance indicators and benefits, and management of relationship programs for small retailers.

Owners of small retail businesses who fail to implement adequate managerial strategies experience reduced profits and sustainability challenges. Small businesses account for 85.3% of the market, and 66% of small businesses fail within the first 5 years due to low sales and personnel issues. The purpose of this multiple case study was to explore the managerial strategies that owners of successful small retail businesses implemented to sustain their operations for longer than the first 5 years. The population for the study included owners of 3 small retail businesses in the southeastern region of the United States, who successfully implemented managerial strategies and remained in business for longer than 5 years. Data were collected from semistructured interviews with the owners and from a review of the company websites and social media pages. Systems theory and the general systems theory was the conceptual framework for the study. Data were analyzed in accordance with Yin's 5-phase data analysis process consisting of pattern matching, explanation building, time-series analysis, program logic models, and cross-case synthesis. Three themes emerged from the data analysis: updating the business model, addressing customer feedback, and enhancing business efficiency. The findings of this study could contribute to positive social change by providing insights for owners of small retail businesses regarding strategy execution for managerial approaches that increase business productivity, which may lead to the improved economic wellbeing of some employees as well as positive contributions to the communities' retail businesses serve.