Abstract
In the early 80s, the survival of traditionally run neighbourhood provision stores in Singapore was threatened by the advent of large modern supermarkets. The highly urbanized Singaporeans were increasingly taking to these attractively laid out and well serviced supermarkets. The independent small provision store operators were quick to see the writing on the wall. With the leadership of some visionary entrepreneurs and some governmental support, they were mobilized to organize themselves into a voluntary chain of store operators. Based upon a systematic study of the changing pattern of consumer needs and preferences, they have evolved into a large, highly successful, and profitable provisions store chain while retaining their cultural identity and place as the neighbourhood store. Mehta and Wickramasuriya analyse the marketing strategy underlying the phenomenal success of this innovation to upgrade conventional retailing.
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