McEachern, Morven G.

Warnaby, Gary

University of Huddersfield Repository

University of Huddersfield RepositoryMcEachern, Morven G. and Warnaby, GaryExploring Community in the Context of Independent Co­operative Food RetailersOriginal CitationMcEachern, Morven G. and Warnaby, Gary (2017) Exploring Community in the Context of Independent Co­operative Food Retailers. In: Institute of Place Management 4th International Biennial Conference, 7­8th September 2017, Manchester. (Unpublished) This version is available at http://eprints.hud.ac.uk/id/eprint/33293/The University Repository is a digital collection of the research output of theUniversity, available on Open Access. Copyright and Moral Rights for the itemson this site are retained by the individual author and/or other copyright owners.Users may access full items free of charge; copies of full text items generallycan be reproduced, displayed or performed and given to third parties in anyformat or medium for personal research or study, educational or not­for­profitpurposes without prior permission or charge, provided:• The authors, title and full bibliographic details is credited in any copy;• A hyperlink and/or URL is included for the original metadata page; and• The content is not changed in any way.For more information, including our policy and submission procedure, pleasecontact the Repository Team at: E.mailbox@hud.ac.uk.http://eprints.hud.ac.uk/Exploring Community in the Context of Independent Co-operative Food Retailers By Morven G. McEachern & Gary Warnaby  Extended Abstract Introduction Academic literature in the context of independent food retailing has tended to focus on the larger retail multiples (e.g. Clarke, 2000; Burt and Sparks, 2003). Exceptions are limited, and the relatively sparse literature focusing on the small independent retailer place more emphasis on:  1. the perceived disadvantages of this retail form vis-à-vis its multiple retailer counterparts (see Clarke and Banga, 2011; Smith and Sparks, 2000); 2. reasons for their decline (see Coca-Stefaniak et al., 2005), and how this might be arrested, either through policy intervention (see Clarke and Banga, 2011) or strategic action on the part of retailers themselves (see Megicks, 2001; Megicks and Warnaby, 2008);  3. small independent retailers in a rural (and isolated) context, rather than urban (see Byrom et al., 2001, 2003; Jussila et al., 1992).   This has left a significant gap relating to the community-based retail aspects of urban food retailing. Thus, a unique insight into the urban independent co-operative food retailer and their complex links between community, place and social relations is advanced here.  Literature Review  Much research around retail co-operation as a strategy for independent retailers ignores the importance of the community-led, ‘social’ role advocated by Clarke and Banga (2011) and Smith and Sparks (2000). This is despite the fact that the retail sector cannot be fully understood without reflecting upon the “interrelated systems of which it is a part” (McArthur et al., 2016, p.281). That is to say, the place providing a spatial context, and the community relations inherent within, are paramount to the retailer’s success. Smith and Sparks note that, “an independent small shop may also provide a sense of community or identity both for a place and for its inhabitants” (2000, p. 208). Notwithstanding certain exceptions, few retail studies acknowledge this observation (see for example Calderwood and Davies, 2012, 2013). Consequently, in this context community aspects have generally been treated as an “exogenous part of the environment” where in fact, the community should be recognised as being “completely endogenous to the enterprise” (Peredo and Chrisman (2006, p. 310). Clarke and Banga (2011) explore the social role of the small retailer further and identify four core aspects: (1) as a ‘hub’ for communities; (2) as being vital for the disadvantaged and socially excluded; (3) enhancing consumer choice and access; and (4) creating consumer value. Furthermore, Majee and Hoyt (2011) argue that the co-operative model in particular helps to build social capital between members and other stakeholders, which in turn strengthens both business and local community. Consequently, Moufahim et al., (2017) call for further research in this area and appeal to scholars to “dig deeper” when it comes to conceptualising ‘community’ as a unit of analysis.  Methodology Semi-structured, in-depth qualitative interviews were carried out with owners, store managers and/or members from three food co-operatives between late 2015 and 2016. Although a relatively small sample size, a contrasting case-type approach allowed for an in-depth understanding of these independent retailers and their community value to emerge (Mason, 2010). Each interview was recorded and transcribed verbatim and subsequent analysis involved coding and the development of initial themes (Strauss and Corbin, 1990). Independent co-operative retailers featured in this research include a worker’s co-operative that has been operational since the 1970s; another worker’s co-operative, established in the mid 1990s; and a community co-operative who has been operational for three years.  Findings The main themes identified from our data extend the concept of community retailing from a focus of just concentrating on the local Immediate Community, to include also a Community of Values and a Supply Chain Community. These independent retail co-operatives saw themselves as a viable alternative to the multiples, enjoying strong loyalty from customers who lived in the local area, as well as from those who shared a values-driven ethos, and displaying resilient financial growth despite the tough economic climate.  In relation to Community of Values, independent food retail cooperatives managed to create a sustainable business model that successfully publicised their community values to local, national and international members/stakeholders, as well as differentiating their values from larger food retail competitors. Regarding Immediate Community, distinct competences around the co-operative business model were evident around a variety of values-led activities, benefiting communities, society and the planet (see also Clark and Banga, 2011; Megicks, 2007). Thus, providing a strong sense of community for customers and residents on a local and global scale. Concerning the Supply Chain Community, positive supply chain relations were recognised as being paramount to creating a sustainable business. Linking together with community of values and immediate community, supply chain activities often extended to global suppliers as well as local ones.   Conclusions Our findings suggest the existence of a much more fluid and dynamic conceptualisation of community, indicating a broader, more diffuse spatiality and ethicality beyond that of the immediate locale. In addition to looking at community in terms of spatial proximity, these independent retail co-operatives were strategically positioned to capture loyalty from their immediate community as well as another layer of ethically-value driven consumers and suppliers (i.e. community of values; supply chain community) which reside outside the ‘local’. Moreover, each of the independent co-operative food retailers used a number of communication practices and tactics to mobilise local/global support and action. Thus, helping to bring about a greater ‘common good’ for consumers and suppliers, as well as a collective, community drive for social change.  References Burt, S. L. and Sparks, L. (2003) “Power and competition in the UK retail grocery market”. British Journal of Management, 14(September), 237-254.  Byrom, J., Medway, D. and Warnaby, G. (2001) ‘Issues of Provision and ‘Remoteness’ in Rural Food Retailing: A Case Study of the Southern Western Isles of Scotland’. British Food Journal, 103 (6), pp. 400-413 Byrom, J., Medway, D. and Warnaby, G. (2003) ‘Strategic Alternatives for Small Retail Businesses in Rural Areas’. Management Research News, 26 (7), pp. 33-49. Calderwood, E. and Davies, K. (2012) ‘The trading profiles of community retail enterprises’. International Journal of Retail & Distribution Management, 40 (8), pp. 592-606. Calderwood, E. and Davies, K. (2013) ‘Localism and the community shop’. Local Economy, 28(3), pp. 339-349.  Clarke, I. (2000) “Retail power, competition and local consumer choice in the UK grocery sector”. European Journal of Marketing, 34(8), 975-1002.  Clarke, I. and Banga, S. (2011) ‘The economic and social role of small stores: A review of UK evidence’. International Review of Retail, Distribution and Consumer Research, 20 (2), pp. 209-237. Coca-Stefaniak, A., Hallsworth, A. G., Parker, C., Bainbridge, S. and Yuste, R. (2005) ‘Decline in the British small shop independent retail sector: exploring European parallels’, Journal of Retailing and Consumer Services, 12, pp. 357-371. Jussila, H., Lotvonen, E. and Tykkyläinen, M. (1992) ‘Business strategies of rural shops in a peripheral region’ Journal of Rural Studies, 8 (2), pp. 185-192. Majee, W. and Hoyt, A. (2011) Cooperatives and Community Development: A Perspective on the Use of Cooperatives in Development. Journal of Community Practice, 19:1, 48-61.  Mason, M. (2010, August) “Sample Size and Saturation in PhD Studies Using Qualitative Interviews”. Forum Qualitative Sozialforschung/Forum: Qualitative Social Research, 11(3).  McArthur, E., Weaven, S. and Dant, R. (2016) “The evolution of retailing: A meta review of the literature”. Journal of Macromarketing. 36(3), 272-286.  Megicks, P. (2001) ‘Competitive strategy types in the UK independent retail sector’. Journal of Strategic Marketing, 9, pp. 315-328.  Megicks, P. (2007) ‘Levels of strategy and performance in UK small retail businesses’. Management Decision, 45 (3), pp. 484-502.   Megicks, P. and Warnaby, G. (2008) ‘Market Orientation and Performance in Small Independent Retailers in the UK’. International Review of Retail, Distribution and Consumer Research, 18 (1), pp. 105-119.    Moufahim, M., Wells, V. and Canniford, R. (2017) JMM Special Issue Call for Papers, special Issue on The Consumption, Politics and Transformation of Community. Accessed 6th February, 2017. Available at http://www.jmmnews.com/the-consumption-politics-and-transformation-of-community/   Peredo, A. M., & Chrisman, J. J. (2006). Toward a theory of community-based enterprise. Academy of Management Review, 31(2), 309-328. Smith, A. and Sparks, L. (2000) ‘The role and function of the independent small shop: The situation in Scotland’. International Review of Retail, Distribution and Consumer Research, 10 (2), pp. 205-226. Strauss, A. L. and A.C. Corbin (1990) Basics of Qualitative Research: Grounded Theory Procedures and Techniques. Newbury Park, CA: Sage.  

Exploring Community in the Context of Independent Co-operative Food Retailers

Abstract

Similar works

Full text

Available Versions

University of Huddersfield Repository