Mitigating Negative Aspects of Mimetic Isomorphism in Retail

Marcelo Carvalho, Daniela Menezes Garzaro, Otávio Bandeira de Lamônica Freiree, André Torres Urdan


Objective: Our main purpose with this technical report was to propose actions for a retail shoe trade that result in equalization among the varieties of products offered, stock level and invested capital.

Method: It is a qualitative research conducted using the strategy of a case study in a small footwear retail in São Paulo.

Relevance: We examined isomorphic characteristics in a small footwear retail trade, illustrate management details in the industry, and propose actions to improve the business.

Results: We found evidences about the main problems in store management: excess of variety of products offered, a high level of inventory and a high value in the capital invested.

Theoretical / methodological Contributions: With this report we highlighted the main problems observed in the management actions of a small shoe retail store in São Paulo, and offered an alternative to the current management model.


Shoes retail; Mimetic isomorphism; Paradox of choice; Management.



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