Is reflective practice the key to survival for small independent retailers? Evidence from South-East Wales

This article considers the role of reflective practice in the survival of small independent retailers (SIRs), based on case studies of SIRs in South Wales. The research suggests that there are four key factors which determine an SIR's individual competitive footprint: the ambition of the owner-manager; the appropriateness of the location; the firm's understanding of the market and the environment; and the ability to differentiate the product and service offering. The findings also suggest that each factor's performance is improved through the owner-manager's' reflective practice. The case studies show how owner-managers' active responses to critical reflection improves the performance of the firm and develops organisational learning.