Retail Management

This case study examines Zara’s current retail strategy and digital transformation. It details Zara’s current in-store and eCommerce retail strategy, the impact of digital on the retail environment and customer experience, and the growth opportunity provided by eCommerce. By providing a competitive analysis of the current market, this paper presents key opportunities, strategic questions, and possible solutions for retail brands to improve their digital strategy.

This paper received First Class Honors in the Digital Marketing Strategy course at Trinity Business School.

The purpose of this work is the analysis of one of the worldwide leading retailers, the Primark Stores Ltd. (Primark) with regard to potential listing on the London stock exchange. The methodology applies the profitability and efficiency, short-term solvency and liquidity, long-term
solvency and stability as well as shareholder and investment ratios. The PESTEL framework is used to evaluate the political, economic, social, technological, environmental and legal background of Primark`s operations. The SWOT model demonstrates the company`s financial and business strength and weaknesses along with the opportunities and threats of the retail industry. Regarding the public offering, the probable share price is calculated by the net assets method and the dividend valuation model. Based on the recommended share price, the theoretical price/earnings ratio and a market capitalisation of Primark are discussed. A forecast of future net profits is attempted with the simple average growth model and the trend line extrapolation method. Corporate governance implications following the stock exchange floatation are discussed against the UK Corporate Governance Code
and academic literature. The findings provide for a strong business case grounded on a cost leadership strategy, which would be honoured by the stock market ranking in the upper 2nd Quartile
of the FTSE sector companies. The results may be subject to limitations arising from accounting
numbers on which the calculations are based. The originality of this study is derived from the holistic
approach covering a wide range of financial ratios, models and methods that have not been applied
yet in the academic literature to Primark.

La siguiente investigación muestra los resultados de la aplicación de 550 encuestas on line en la región metropolitana de Santiago de Chile entre el
20 de marzo y el 20 de abril del año 2019. Dicha encuesta fue construida y
adaptada en base en las escalas desarrolladas por (Zeithaml, Parasuraman y Malhotra; 2000), las cuales fueron validadas previamente obteniendo un Alfa de Cronbach de 0,943 y 0,901 respectivamente y que se aplicaron con el objetivo de recopilar y analizar los resultados obtenidos a partir de las respuestas de los consumidores que realizaron compras on line a través del retailer Falabella. Esto nos permita visualizar la percepción de los consumidores producto del servicio entregado por esta compañía y de esa forma poder visualizar oportunidades de mejora y crecimiento para los etailers latinoamericanos.

The following work indicates the results of the application of 550 online surveys in the metropolitan region of Santiago de Chile between March
20 and April 20, 2019. This survey was constructed and adapted based on the scales developed by ( Zeithaml, Parasuraman and Malhotra; 2000), which were previously validated obtaining a Cronbach's Alpha of 0.943 and 0.901 respectively, and which were applied in order to collect and analyze the results obtained from the responses of consumers who made purchases to through Amazon. This allows us to visualize the perception of consumers as a product of the service provided by this company and thus be able to visualize opportunities for improvement and growth for Latin American e-tailers.

Segmentation and targeting are cited as being a core part of marketing strategy for any organisation. This paper examines whether the major supermarkets in Melbourne, Australia have successfully managed to segment the market and target consumers with different profiles or whether they generally have the same sort of shoppers. A sample of some 8,000 Melbourne households from the Roy Morgan Single Source Survey was utilised to profile shoppers of Melbourne’s top supermarkets by market share. The results suggest that there is little difference in profiles of shoppers across most Melbourne supermarkets. The results extend prior research that indicated competing retailers generally have the same sorts of shoppers.

The 2000 Conference ("Retailing 2000: Launching the New Millennium'') was held in Columbus, Ohio. The conference remains faithful to the spirit of its foundation: a national (even international) meeting focused on Retailing in its broadest sense, and bringing together leading scholars in the field, under the sponsorship of two of the leading professional associations within whose membership are retailing academicians. Retailing 2000 attracted participants from more than 25 states and nearly a dozen countries.

European Norm 13402-3 sets standards for clothes sizing designation. Depending on the kind of garment, between one to up to four anthropometric dimensions need to be considered in defining the clothing size system. According to the distribution of the anthropometric dimensions of a specific population, the quantity needed or proportion for the various clothes and garment size categories varies greatly. In order to develop a process that enables clothing distribution managers to foresee the relative proportion of each category size that is expected to be consumed, assuming a homogeneous appeal of the garments irrespective of their size, across the population, a set of considerations supported by mathematical calculations, need to be established. To this end, it must be noted that the combination of anthropometric dimensions, described by their Gaussian statistical parameters (mean and standard deviation) is mathematically feasible, as long as correlation factors between anthropometric dimensions are known for the population at hand (these may only be extracted from original data sets). The chapter proposes deploying correlation factors between anthropometric dimensions involved in the European clothes sizing standard, and presents a method for garments lot sizing for point of sale application, informed by the correlation factors, which may be retrieved from literature, and by the statistical parameters of the population (actual or inferred). The chapter demonstrates the approach presented for various clothing item types, including men shorts (sizing based on one anthropometric dimension) and women brassieres (sizing based on two anthropometric dimensions). The mathematical formulation presented and demonstrated in the chapter is systematized in examples solved by spreadsheet calculations and is intended to support the management of orders of garments by size at their point of sale considering the reduced cycle of fashion (about 3 months). The chapter also emphasizes that reporting of anthropometric data should consider not only the mean and standard deviation of individual dimensions as has been the common practice in the field of human factors and ergonomics, but should also be accompanied by correlation charts between the anthropometric dimensions, given reduced availability of this kind of data.

Shopping malls are often criticised as a cause of the privatisation of public space and the erosion of the public sphere. Some authors argue that to fight these negative processes, shopping malls should be considered equivalent to public spaces, and therefore entail the same rules enforced in public spaces (for instance, the right to free admission and to free speech). In our opinion these approaches are unsound. In this paper we argue that: 1) shopping malls do not necessarily entail a privatisation of public space, nor necessarily any erosion of the public sphere; 2) because they are not public spaces, they cannot be considered equivalent to them; 3) they are highly open access (compared to many other kinds of both private and public spaces), and the limits they impose on some political activities are, under certain conditions, acceptable. This does not mean that the owners of private spaces are completely free to act as they choose; it means that they cannot be equated with public entities that manage spaces that belong to the public.

This study focuses on the embryonic stages of the COVID-19 pandemic in China, where most people affected opted to abide by the Chinese government’s national self-quarantine campaign. This resulted in major disruptions to one of the most common market processes in retail: food retailing. The research adopts the theory of planned behaviour to provide early empirical insights into changes in consumer behaviour related to food purchases during the initial stages of the COVID-19 outbreak in China. Data from the online survey carried out suggest that the outbreak triggered considerable levels of switching behaviours among customers, with farmers’ markets losing most of their customers, whilst local small independent retailers experienced the highest levels of resilience in terms of customer retention. This study suggests avenues for further scholarly research and policy making related to the impact this behaviour may be having around the world on society’s more vulnerable groups, particularly the elderly.

Luxury goods are selling well and the growth of the industry has barely been slowed down by the Asian crisis (Les Echos, 04-30-1998, 09-25-1998; Le Figaro, 04-06-1998; Financial Times, 04-24-1999). As in many other growth markets, though, good results are coming together with a fair amount of turmoil. Many changes are redefining environmental conditions and new challenges are creating significant turbulence for players in the industry at a global level (Ecole de Paris, 1998; Woman’s Wear Daily, 02-10-1998; Liberation, 03-06/07-1999). Our question in this paper is whether, in the face of such global trends, luxury goods companies have reacted and attempted to adapt. We are interested by changes and evolutions with an impact on organizational structures but also by the potential redefinition of managerial roles and competencies. [First paragraph]

Apparel industry in India is booming and there is fierce competition among various players in apparel segment in terms of lifestyle format. The study is aimed to find out impact of various dimensions of visual merchandising on impulse buying behavior of the customers visiting " Central Malls ". Four dimensions of visual merchandising viz. window display, in-store form/ mannequin display, floor merchandising and promotional signage are studied and its impact on impulse buying behavior is found out. The results reveal that certain dimensions of visual merchandising do affect impulse purchase. Hence, visual merchandising is important for strategic marketing decisions to increase the sales of the stores. The full paper is uploaded for the ready reference of the researchers. The copyright of the paper rests with the publishers who have made full paper available on the internet. For the commercial use of this paper permission from the publisher is needed. Number of Pages in PDF File: 7 Abstract http://ssrn.com/abstract=2355742

Basisstudie Geplante Obsoleszenz. Arbeitspapier im Arbeitspaket 1 (AP 1.2b) des INNOLAB Projekts. ARGE REGIO Stadt- und Regionalentwicklung GmbH, Berlin. Übersicht zur Geschichte der geplanten Obsoleszenz mit Hinweise zur Relevanz für die nachhaltige Forschung mit Living Labs. Anregungen zur Forschung mit Living Labs für mehr Nachhaltigkeit im Einzelhandel.

Electronics, a high involvement product (HIP), consists of 8 per cent in organized retail industry in India. This category is growing at a rapid pace with many players entering into organized format of retail in this category. Recently many players have also entered into online marketing of their products. Hence, competition in this category is increasing rapidly. This product category is such that other than technological differentiation there can be little means to differentiate them from competitors. In addition, customers think many factors before purchasing these products like price, brand, etc. This study was undertaken to find out whether visual product display and other display criteria affect the purchase behavior of customers of electronic product category, as it is a high involvement products (HIP). The dimensions of visual display that were taken for study of this topic were window display, store front, merchandise presentation, store layout and organization, shelf display, floor merchandise, wall mount display, experience, signages/ graphics and store environment and it is found that window display and store front have impact on purchase behavior of consumers. Note: The full paper is uploaded for the ready reference of the researchers. The copyright of the paper rests with the publishers who have made full paper available on the online. For the commercial use of this paper permission from the publisher is needed. Number of Pages in PDF File: 12 Abstract http://ssrn.com/abstract=2645518

Owing to aesthetic components that advertisement texts generally have, advertisements are sometimes perceived as a genre of art by some circles. The study is based upon a perspective presented by an interdisciplinary background and it acknowledges a paradigm that advertising is not a genre of art, it obviously pursues commercial profits and within this context, expolits the created aesthetics in product. The main objective of the study, which focuses advertising aesthetic fundamentally, is to build a scientific model formulating some levels of aestheticisation during its production process. Formulation in question has been reconstructed on theoretical and applied literature.

The concept of CRM has evolved over a period of time through a sequence of initiatives, which have been directed towards improving business performance. In today's highly competitive business world CRM can be considered as the ultimate solution for both customers as well as organizations. CRM considers customers not as outsiders but as insiders to the business and aims to build a long-term relationship with them. A high degree of customer contact, commitment and services are therefore essential features of CRM.CRM is an on-going process of identifying and creating new value with individual customers and then sharing the benefits of this over a lifetime of association. It involves the understanding, focusing and management of on-going collaboration between suppliers and selected customers for mutual value creation and sharing through interdependence and organizational alignment. Marketing gurus say that STP (Segmentation, Targeting and Positioning) are part of strategic marketing...

Atmospheric in-store stimuli have been the subject of considerable empirical investigation for over 30 years. This research presents a meta-analysis of 66 studies and 135 effects (N = 15,621) calibrating the atmospheric effects of music, scent, and color on shopping outcomes. At an aggregate level, the results reveal that environments in which music or scent are present yield higher pleasure, satisfaction, and behavioral intention ratings when compared with environments in which such conditions are absent. Warm colors produce higher levels of arousal than cool colors, while cool colors produce higher levels of satisfaction than warm colors. The estimated average strength of these relationships ranged from small to medium. Effect sizes exhibited significant between-study variance, which can be partly explained by the moderators investigated. For instance, larger effect sizes were observed for the relationship between scent and pleasure in those samples with a higher (vs. lower) proportion of females. Data also indicated a tendency toward stronger music and scent effects in service settings as compared to retail settings. The results of this analysis, based on data aggregated across the research stream, offer retailers a guide to enhance customers' shopping experience through judicious use of in-store atmospheric stimuli.

PurposeThis Impact Pathways paper aims to provide a timely and structured discussion of real-world problems at Marks and Spencer and in retail in general, evoked through the current COVID-19 pandemic.Design/methodology/approachThe article presents collaborative research based on more than five hours of interviews and several iterative paper writing steps between management scholars and Marks & Spencer’s Head of Procurement - Logistics and Supply Chain. Continuous discussions for more than ten months among the research team assure the timeliness and relevance of the findings. The exceptional position of the executive and his career biography allowed the integration of a variety of intra-organisational and inter-organisational stakeholders.FindingsThis paper highlights the impacts of the current COVID-19 pandemic on operations and supply chain management (OSCM) in the retail industry, structured in upstream, internal and operational, and downstream and customer perspectives. The paper...

The purpose of this study is to examine the turnover intentions of female employees working in the marketing department in the retail sector as an aisle salesperson. The Expectation Theory was applied as a frame for understanding the motivations of these employees' voluntarily leave intentions. In this study, face-to-face interviews were made with a semi-structured interview form. Data was collected from the female employees of a company that has 24 branches in Ankara, and 6 in different cities in the grocery retailing industry with 171 employees. The qualitative data were analyzed with the QDA Miner program and then interpreted. According to the results, the motivation level of female employees is affected by their moral expectations as well as their financial expectations. For reducing the female turnover rate, organizations should apply the motivation tools and take the necessary measures.

Purpose -The purpose of this paper is to explore the dynamics of critical thinking (CT) in contrast with Six Sigma and the "5 Whys" approach that is used by many managers to conduct "Root cause analysis" in business process improvements. Design/methodology/approach -The research integrates principles of traditional literature review with a reflective inquiry of a practitioner. Findings -Six Sigma and its "5 Whys" methodology is insufficient in root cause analysis unless coupled with CT. The paper demonstrates that some extraordinary business successes were achieved by CT, while catastrophic failures were often the result of selective biases, rigid thinking, and/or tendencies to deal with steps of processes, isolated processes, and/or independent situations. Consequently, the paper identifies a new domain that can be added to training in Six Sigma and 5 Whys.

This paper examines the complex relationship between hospitality and organisations. It is argued that a variety of organisational practices can be understood by considering how hospitality is mobilised and experienced by multiple stakeholders. The paper begins by synthesising existing conceptions of hospitality and outlining its different dimensions. It then goes on to examine how hospitality themes and related issues emerge in, and are thus relevant to, the study of organisations and management. The paper firstly considers how hospitality is extended to or oriented towards external stakeholders and thus mobilised as tactical or strategic enchantment. It is argued that hospitality can be used purposefully to establish power relations and invoke obligations both to conform to organisational norms and to reciprocate. Secondly, the paper considers how hospitality emerges within organisational practices and may be deployed by various stakeholders as an instrument of entrenchment to perpetuate existing norms and hierarchies. However, it is also suggested that practices of hospitality can create alternative organisational spaces and networks, and hospitable acts may thus help to reconfigure power relationships and become focal points of resistance. The paper concludes by reflecting upon emerging questions, challenges and potential avenues for further research and intervention.

In spite of having very good growth potential, retail in India is passing through turbulent times and therefore, differentiation becomes very essential. There are various players in apparel segment in terms of lifestyle format. These apparel players deliver almost the same thing as their competitors do. Hence, the only means of increasing footfalls and sales of the store is differentiating it in the terms of visual merchandising. The study is aimed to "find out perception of consumers for apparel retail outlet in Ahmedabad". Results reveal as to why visual merchandising is important for strategic marketing decisions to increase the sales of the stores. The study will help store managers to improvise on the dimension a particular store is weak and consequently improve the perceptions of the consumers towards the store.

In this study, a hybrid model based on ANFIS (Adaptive Neuro-Fuzzy Inference Systems), a predictive intelligent-based technique, and TOPSIS (Technique for Order Performance by Similarity to Ideal Solution) was implemented for sustainable supplier selection. Selection of supplier is a crucial task for companies to achieve the objectives of inbound and outbound supply chain system. This selection process may be complex due to the inclusion of diverse subjective and objective factors. There is, therefore, the need for a reliable methodology to provide higher accuracy in predictions of anticipated supplier performance, and this article makes contributions in that direction. The model was applied in the retail end of a fast-moving consumer goods (FMCG) industry to select the best possible suppliers using the sustainability criteria of the triple-bottom-line. Available data from the FMCG retail sector was fed into the TOPSIS and ANFIS model to rank the suppliers. Results indicated that th...

Estratto di Demalling - Una risposta alla dismissione commerciale

Gabriele Cavoto



Negli Stati Uniti le strutture della grande distribuzione – shopping malls, big box stores e strip malls – sono interessate, da oltre due decenni, da importanti fenomeni di fallimento e dismissione. Questi luoghi, un tempo centrali nelle logiche del consumo delle metropoli americane e ora abbandonati, testimoniano il breve ciclo di vita degli edifici del commercio e delle attività in essi ospitate. Tuttavia, molte di queste strutture sono già state teatro di trasformazioni architettoniche e urbane piuttosto interessanti, interventi detti di demalling, che hanno riattivato gli spazi dismessi con funzioni e usi alternativi.

Il sistema commerciale italiano non è certo immune dal problema emerso oltreoceano, anche se il ritardo accumulato nel suo processo di evoluzione rispetto agli Stati Uniti potrebbe permettere agli attori pubblici e agli operatori commerciali e immobiliari di intervenire - almeno in parte - sul fenomeno, di cui già si intravedono le prime avvisaglie. Le strategie di demalling trattate in questo libro rappresentano pertanto una risposta possibile alla dismissione commerciale, ma al tempo stesso possono influenzare l’evoluzione e la progettazione delle nuove strutture di vendita.



Extract of Demalling - A response to the demise of retail building

Since two decades in the U.S. several large-scale retail sites - shopping malls, big box stores and strip malls - have been affected by failure and demise phenomena. These places, once temples of consumption, lie abandoned along the highways or in the suburbs of American cities, witnessing the short life cycle of retail buildings. Nevertheless, many of these structures have experienced interesting architectural and urban transformations. These interventions, called “demalling”, have revitalized the abandoned spaces with alternative uses and functions.

The Italian retail system is certainly not immune to the phenomena that emerged overseas and it shows already the first signs of common trends. However the delay accrued by the Italian retail system, compared with the U.S., could allow public actors and private retail and real estate developers to control and manage these problems. Thus, the demalling strategies outlined in this book represent a response to the demise of malls and big box stores, but at the same time could influence the evolution and the design of new retail structures.

Nowadays, in the case of business firms, the proper management of information systems has become an essential work. The business firms, who are managing the inflows and outflows of information system properly and efficiently are dominating the market. Apart from this, many activities of business firms have become online-based, and to manage this the proper development of different application software has become an important thing for business firms to do. With the development of an Integrated Information System, a firm may control the level of inventory that can manage its customers satisfactorily, can share different financial and non-financial information to the stakeholders, can manage the business documents and a lot of things based on software. It is said that the real progress of retail management in Bangladesh will only happen with the development of an Integrated Information System.

Keywords: IIS, business firms, information system, inflows, outflows, application software, retail management

Net Promoter Score index (NPS index) is examined from customers perspective. The statistical analysis of NPS index obtained for different retailers by customers survey is presented. The correlation coefficients between NPS index and a set of criteria are given and the key drivers of NPS index are determined. It is shown that the most important factor in the creation of positive NPS index is the trust, while perception of the low price is less influential. The direction in which retailers should move with their communication and in-store activities is suggested. JEL Classification Code: M310.

Purpose: This paper aims to analyse selected aspects of the marketing strategy of the first and biggest network of self-service shops with organic products in Poland-Organic Farma Zdrowia. Methodology: The adopted methodology involves a qualitative approach. The case study is based on an analysis of company documents and marketing communication, especially that offered on its website and in its social media channels. Findings: The company specializes in distribution of organic products in Poland. It has gone through organic growth, acquisitions, attracting a Dutch investment fund, and entering the NewConnect stock exchange. It operates based on the model of multichannel distribution, combining physical and online retailing. The assortment consists of 4,000 products, including organic food, cosmetics, and cleaning aids. The company has managed to create 3 own label product lines. The online retailer belonging to the company (organic24.pl) is organized in a professional way, although some improvements are possible. In 2015, the company engaged in ambitious marketing projects. Practical implications: The findings may be useful for the Organic Farma Zdrowia company as certain modifications in its marketing communication are recommended. Other companies operating in the sector may also benefit from the analysis of the strengths and weaknesses of the business in question. Furthermore, our case study may offer a framework of reference for researchers interested in this area. Originality: This is the first study to examine the strategy and marketing activities of Organic Farma Zdrowia, a major player in the sector of organic food distribution in Poland.

Retail operations of supermarkets chains, hold a very important position in supply networks due to the dominant position that retailers hold in the downstream supply chains. Current literature agrees that there are less works on his area. The present study is a second flagship study, investigating branch network variables. Using a mixed research design (descriptive and exploratory) the study employed hoteling's, retail location to establish the relationship between branch location and branch network expansion. The study used a sample size of 300 respondents in supermarket retail operations. With a response rate of 61%, the findings reveal that branch location is significantly related to branch network expansion and that supermarket retailers should ensure that good locations were identified through different search methods lowering distribution costs. Ideal locations were identified to be in malls and next to distribution centers. The study results propose that branch location is a significantly variable to be used in developing an ISM model for branch network expansion.

Este caso relata el proceso de fundación y crecimiento de Central Frenos, una empresa del sector de mecánica ligera fundada por un mujer en Chile en la década del 80.  En casi 20 años la emprendedora logra transformar un local de venta de repuestos de frenos en una cadena de mas de 20 servitecas en todo el país.  Al final del caso de plantean interrograntes sobre el  estilo de liderazgo de la fundadora, de como alinear la estructura organizacional debido al crecimiento de la empresa y como continuar con el proceso de expansión.

The case study presented here offers a lens through which to study Chinese brand development in the global marketplace, and sheds light on the ways in which brands and culture circulate and construct each other in global brand culture. Furthermore, we use these insights to argue for the development of Chinese brand culture into a strategic brand resource. This is not a simple matter of drawing upon a shared set of characteristics in all cases; rather Chinese brand culture reveals itself as a subtle and complex resource with a diversity of applications, impacts, and impressions.

Voilà plus de treize ans qu'Auchan, fleuron de la grande distribution alimentaire française, est implantée en Russie. En 2002, lors de l'ouverture de son premier hypermarché dans la banlieue de Moscou, tous les spécialistes étaient d'accord : la Russie, avec sa classe moyenne dépensière et sa croissance annuelle à deux chiffres, représentait le 'nouvel Eldorado' pour les enseignes étrangères. En effet, le pays semble avoir particulièrement réussi à Auchan, qui y emploie aujourd'hui plus de 37000 personnes dans 78 hypermarchés, 122 supermarchés Atac et 34 centres commerciaux. Toutefois, le climat politique actuel, avec notamment la crise ukrainienne et l'embargo russe des produits alimentaires occidentaux, a sérieusement changé la donne pour le groupe nordiste, qui commence à regarder la Russie d'un autre oeil.  Dans notre intervention, nous tenterons d'expliquer les raisons du succès d'Auchan en Russie, avant de nous interroger sur ses perspectives d'avenir dans le pays.

Amazon is aimed at the largest sector of retail which is food and Whole Foods offers a dynamic brand that Amazon can vastly improve and expand.  This article looks at the reasons why WF was an ideal target and provides some rather interesting facts.  Amazon will continue to expand and many industries will be challenged to compete.

The impact of the management theories in journalism is interesting when analyzing the economic factors and their influence on the media sector. In the case study of the centenary Spanish journal ABC, we study the utility of the management theories in the process of "reinvention" by this Spanish press doyen on embracing the Broadband Society to lead the conservative ideology market. The theories of the scientific management (Taylor), the human relations management (Mayo and Parket Follett) and the classical current management (Fayol) schools are applied by the company to convert ABC into a broadcasting platform knowledge factory through systematic innovation (Drucker) and a focus on global marketing as a way to understand the company. With a strong customer oriented policy and having defined the satisfaction index expected from the audience (Levitt), through a strategic monitoring tool (Brand Position Valuator), the management of ABC put into practice opportunities analysis (Kotlet) and applied Porter's competitive strategy models.

¿Cómo se ha desarrollado el mercado de talla grande en Chile? ¿Y cómo ha progresado la discusión sobre la aceptación de los gordos? Son preguntas que se resuelven en esta investigación. Se ha reconocido un marcado cambio demográfico en la sociedad chilena y el resto del mundo. Han aumentado las personas con sobrepeso, los que llamamos gordos como si el término los describiera a todos. Esto ocurre a razón de que han sido estigmatizados socialmente.
Un movimiento, fatshionista, se hace representante de los gordos que les gusta la moda pero no encuentran ropa a su gusto en los mercados generales, y además defienden los derechos de los gordos a nivel humano y ciudadano. Se ha generado un choque con los cánones de belleza, lo que ha provocado marginación y rechazo en el mundo de la moda, pero de a poco gracias a una apertura de mente, las gordas han podido integrarse. Sin embargo, no así se ha dado la situación del mundo laboral y la salud, donde aún son marginalizados. 
Los gordos piden protección legislativa, tal como el estado ha protegido a otros grupos estigmatizados, como los homosexuales. Este tema lleva a la discordia (palabra usada en este paper como oposición, desavenencia de voluntades u opiniones).
Un estudio del mercado de talla grande nos lleva a entender las necesidades que este grupo estigmatizado da a conocer: ropa linda a su medida. Diversas empresas en Chile han acogido su reclamo y han tratado de satisfacer sus necesidades de la mejor manera, con una retribución publicitaria y de fidelización.
Detallamos en este paper las diferentes posturas que la gente toma al tratar el tema de la aceptación de los gordos, como también los resultados de esta discordia.
La investigación se ha realizado en mayor medida indagando a través de internet. Leyendo comentarios de medios masivos de comunicación, réplicas de la gente a artículos de redes sociales, blogs de moda, entre otras áreas de discusión online.

Small and medium-sized enterprises (SMEs), many of which are small retail shops, remain the largest employer in the western world. Yet the financing of their fixed and working capital investments remains under-researched. This study focuses on this topic by examining Eurozone