Main Article Content
Purpose: To build an applied strategic model which is suitable for brick-and-mortar (B&M) retailing in India to achieve sustainable and organic profit.
Design/Methodology/Approach: Pragmatism research philosophical paradigm; Abductive research approach; Multi-method choice and longitudinal time horizon for data collection; qualitative and quantitative data analysis techniques.
Findings/Result: The SOPR-b model has established a statistically significant positive relationship between the share of organic profit; organic growth in customers’ repeat visit/purchase intention; organic customer orientation in the marketing mix and margin of safety; ownership and accountability held by the employees of sales & store operations; sales and stores operation orientation in the organizational structure; organic customer retention orientation in the performance measures and rewards.
Originality/Value: The new strategic model developed draws on insights from over 9 empirical studies, 26 qualitative studies, 35 field experiments, evaluation of over 20 million customer-level transactions, and important existing theories, models, and frameworks from multiple disciplines that are pertinent to the Indian context in the accessible literature.
Paper Type: Applied Research