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Store creativity, store potency, store performance, retailing

Arménio Rego (Departamento de Economia Gestao e Engenharia Industrial, Universidade de Aveiro, Aveiro, Portugal, and Business Research Unit, Instituto Universitário de Lisboa (ISCTE-IUL), Lisbon, Portugal)
Dálcio Reis Júnior (PMDA, Universidade Positivo, Curitiba, Brazil)
Miguel Pina e Cunha (Nova School of Business and Economics, Universidade Nova de Lisboa, Lisbon, Portugal)
Gabriel Stallbaum (Finance, Lojas MM, Ponta Grossa, Brazil)

Management Research

ISSN: 1536-5433

Article publication date: 15 August 2016

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Abstract

Purpose

The purpose of the paper is to test whether retail stores’ creativity predicts several indicators of performance through stores’ potency.

Design/methodology/approach

A sample of 45 stores (n = 317 employees) of a Brazilian retail chain was included, and a group/store level of analysis was adopted. Performance was measured through objective measures. To reduce the risks of common method variance, group creativity and group potency were measured with data from different store members.

Findings

The findings show that store creativity predicts indicators of store performance through store potency.

Research limitations/implications

The study was carried out within a single organization, and the stores’ sample is small. Other causalities are plausible, and future studies should adopt a longitudinal design to test reciprocal effects between the variables of the study.

Practical implications

Cultivating creativity (via the selection of creative individuals and nurturing contextual conditions that encourage creativity) may have at least indirect effects on store performance.

Originality/value

While the few empirical studies relating group creativity (still an under-researched topic) and performance have mostly used subjective performance measures, this study uses objective measures.

Keywords

Citation

Rego, A., Reis Júnior, D., Cunha, M.P.e. and Stallbaum, G. (2016), "Store creativity, store potency, store performance, retailing", Management Research, Vol. 14 No. 2, pp. 130-149. https://doi.org/10.1108/MRJIAM-12-2015-0624

Publisher

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Emerald Group Publishing Limited

Copyright © 2016, Emerald Group Publishing Limited

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