Utilising product knowledge

Abstract

PurposeThe purpose of this paper is to demonstrate how product knowledge is utilised by specialist independent grocery retailers (SIGRs) and how it can enhance competitive advantage for these firms.Design/methodology/approachA case study approach was deemed most appropriate to gain insight into an unexplored area of study. A total of 30 in‐depth interviews were conducted over a six‐month period supported by the collection of observation data and documentation. A purposive sampling method was adopted and the owner managers of the chosen retailers were interviewed as key informants for the study.FindingsIt was found that four main resources created the concept product strategy and ultimately explained the success of SIGRs. These relate to knowledge of how to provide a unique product; knowledge of identifying and sourcing from quality suppliers; knowledge of recipes, preparation and storage methods; and knowledge of how to merchandise products.Practical implicationsIt is argued that if these specialist grocery firms can achieve sustained competitive advantage from building and exploiting product knowledge, so too can other independent retailers in the sector.Originality/valueThis paper provides empirical evidence and theoretical understanding of product knowledge as a competitive advantage for SIGRs, which is a neglected area of study in the retail literature.