Cognitive Styles of Contractually Integrated Retail Entrepreneurs: A Survey Study

Abstract

Purpose: This study investigates the cognitive styles of contractually integrated retail entrepreneurs with respect to marketing decision-making. The study addresses two research questions: (i) How can the cognitive styles of these retail entrepreneurs be classified? (ii) If there are differences in the cognitive styles of retail entrepreneurs, how are these differences reflected in their business performance? Design/methodology/approach: Following a literature review and conceptual analysis, a questionnaire on cognitive styles is developed on the basis of Jung’s (1946) ‘typology theory’ and the Myers-Briggs Type Indicator (MBTI). A quantitative Internet survey study is then conducted among 226 retailers contracted to the K-alliance of Finland. The results are then subjected to statistical analysis. Findings: The study reveals that the cognitive style of most of the studied K-retailers is in accordance with the style of salaried managers, rather than that of ‘entrepreneurs’. The study also finds no clear relationship between the cognitive styles of the respondents and their business performance. Research limitations/implications: The possible existence of explanatory factors other than cognitive styles was not considered in the study. Further research is required on other variables that might have a direct or indirect effect on the business performance of retailers. Practical implications: The study has implications for the governance and management systems of contractually integrated retailing organisations; in particular the study suggests that such management systems might inhibit entrepreneurial cognitive styles. Originality/value: The paper offers new perspectives on entrepreneurship in the context of contractually integrated retailing organisations.