Abstract
Much of what we know about the effects of competition on store performance emanate from SCP studies of grocery retail stores located in different geographical markets. These studies have provided empirical support for the notion that low competition endows firms with market power, enabling them to set higher prices compared to firms located in more competitive markets. However, to what extent the effect of competition on prices translates into higher gross margins and higher profits and profitability on the store level appears to be an unanswered question. One reason being that valid and reliable data on the profitability of individual stores never or very seldom are disclosed for research by retail companies. This study takes previous empirical research on the effects of local competition in retailing one step further, by investigating the relationships between competition and various aspects of economic performance of 168 supermarkets, all owned and managed by individual retailers affiliated to the voluntary ICA chain in Sweden. A unique database has been created by pooling data from income statements and balance sheets with details on local competition. Local competition is depicted in three dimensions: concentration, horizontal vs. intertype competition, and spatial monopoly. The main contribution of this study is that it establishes an empirical relationship between competition and bottom-line economic performance. The results show that competition has a significant effect on conduct and financial performance. In more competitive markets, supermarkets price lower, conduct “more” on non-price attributes, and achieve lower profitability compared to stores facing little competition. This study thus validates the SCP-paradigm and it explicitly shows that market power opportunities on the local market level is translated into higher profitability performance of stores. As such, the study has important implications for competition authorities’ actions as well as for retail management decisions.