{"id":4849,"date":"2026-07-13T02:28:33","date_gmt":"2026-07-13T02:28:33","guid":{"rendered":"https:\/\/oidaijsd.com\/?page_id=4849"},"modified":"2026-07-13T02:30:03","modified_gmt":"2026-07-13T02:30:03","slug":"volume-19-issue-08-pg-85-96-2026","status":"publish","type":"page","link":"https:\/\/oidaijsd.com\/?page_id=4849","title":{"rendered":"Volume 19, Issue 08, Pg. 85-96, 2026"},"content":{"rendered":"

OIDA International Journal of Sustainable Development<\/strong>
\nOpen-access peer-reviewed journal\u00a0<\/strong><\/p>\n

https:\/\/doi.org\/10.64211\/oidaijsd190805<\/a>
\n\"\"<\/p>\n

Role of Functional Strategies for Sustainable Development of Small Business Retails in Achieving Economic Objectives<\/strong><\/p>\n

Anand<\/strong> P. G. 1,*<\/sup>, Manjunath K. R. 2
\n<\/sup><\/strong>1, 2<\/sup> Institute of Management Studies and Research, Kuvempu University, India.
\n*<\/sup> Corresponding authour: anandpg55@gmail.com<\/a><\/p>\n

Volume 19, Issue 08, Pg. 85-96, 2026.<\/p>\n

Abstract: <\/strong>This study investigates the role of functional strategies in advancing sustainable development among small business retailers and their contribution to achieving economic objectives. Employing a multiple-case study design, the research draws on diverse cases selected through replication logic and analyzed using both within-case and cross-case approaches. Data were triangulated from interviews, observations, and organizational documents to ensure robustness. Findings reveal that sustainability practices consistently support economic outcomes, but the nature of these outcomes is mediated by strategic orientation: cost leadership strategies align sustainability with efficiency, differentiation strategies leverage sustainability for reputation and customer loyalty, and niche strategies reinforce social capital through community partnerships. Theoretically, the study extends innovation diffusion and strategic management frameworks by demonstrating how sustainability diffuses differently across functional strategies. Practically, it offers actionable insights for small retailers and policymakers on embedding sustainability within strategic logic. Limitations include resource intensity, qualitative subjectivity, and context-bound findings, suggesting caution in generalization. Future research should expand case diversity, integrate quantitative measures, and adopt longitudinal or mixed-method approaches to strengthen the robustness and applicability of insights. Overall, the study underscores sustainability as a strategic imperative for small business retailers seeking both economic and developmental objectives.<\/p>\n

This research also explores and investigates how functional strategies designed and adopted, such as marketing, operations, finance, and human resource management contribute to sustainable development of small retail businesses when aligned with broader critical economic objectives, Small business retails play a vital role in the economy; contributing to employment, innovation, and community development. However, they face numerous challenges in achieving sustainable development and economic objectives. This research explores the role of functional strategies in enabling small business retailers to achieve sustainable development and economic objectives. This research examines the impact of marketing, operational, financial, and human resource management strategies on the sustainable development initiatives of small business retails. The findings highlight the importance of integrating functional strategies to achieve economic objectives, enhance customer experience, and promote environmental and social sustainable objectives. This study also provides insights for small business retailers, policymakers, and stakeholders on the development of effective functional strategies for sustainable development and economic growth, examining qualitative aspects and drawing insights from established literature. The study identifies key strategic practices that enhance resilience, profitability, and social impact in the retail sector, and observes how strategic interventions enhance competitiveness, resilience, and community engagement. The findings also emphasize on the need for strategic adaptability, digital integration, and inclusive management to optimize long-term economic and social outcomes; and identifies, how strategically implemented practices provides \u00a0elasticity, promotes innovation, and aligns with broader economic goals and Objectives.<\/p>\n

Keywords:<\/strong> economic objectives, functional strategies, Sustainable development, Small Business Retail, strategic retail management. Innovation diffusion theory<\/p>\n

Full-text paper download here<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"

OIDA International Journal of Sustainable Development Open-access peer-reviewed journal\u00a0 https:\/\/doi.org\/10.64211\/oidaijsd190805 Role of Functional Strategies for Sustainable Development of Small Business Retails in Achieving Economic Objectives Anand P. G. 1,*, Manjunath K. R. 2 1, 2 Institute of Management Studies and Research, Kuvempu University, India. * Corresponding authour: anandpg55@gmail.com Volume 19, Issue 08, Pg. 85-96, 2026. Abstract: This study investigates the role of functional strategies in advancing sustainable development among small business retailers and their contribution to achieving economic objectives. Employing a multiple-case study design, the research draws on diverse cases selected through replication logic and analyzed using both within-case and cross-case approaches. Data were triangulated from interviews, observations, and organizational documents to ensure robustness. Findings reveal that sustainability practices consistently support economic outcomes, but the nature of these outcomes is mediated by strategic orientation: cost leadership strategies align sustainability with efficiency, differentiation strategies leverage sustainability for reputation and customer loyalty, and niche strategies reinforce social capital through community partnerships. Theoretically, the study extends innovation diffusion and strategic management frameworks by demonstrating how sustainability diffuses differently across functional strategies. Practically, it offers actionable insights for small retailers and policymakers on embedding sustainability within strategic logic. Limitations include resource intensity, qualitative subjectivity, Read More …<\/a><\/p>\n","protected":false},"author":1,"featured_media":0,"parent":0,"menu_order":0,"comment_status":"closed","ping_status":"closed","template":"","meta":[],"_links":{"self":[{"href":"https:\/\/oidaijsd.com\/index.php?rest_route=\/wp\/v2\/pages\/4849"}],"collection":[{"href":"https:\/\/oidaijsd.com\/index.php?rest_route=\/wp\/v2\/pages"}],"about":[{"href":"https:\/\/oidaijsd.com\/index.php?rest_route=\/wp\/v2\/types\/page"}],"author":[{"embeddable":true,"href":"https:\/\/oidaijsd.com\/index.php?rest_route=\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/oidaijsd.com\/index.php?rest_route=%2Fwp%2Fv2%2Fcomments&post=4849"}],"version-history":[{"count":2,"href":"https:\/\/oidaijsd.com\/index.php?rest_route=\/wp\/v2\/pages\/4849\/revisions"}],"predecessor-version":[{"id":4852,"href":"https:\/\/oidaijsd.com\/index.php?rest_route=\/wp\/v2\/pages\/4849\/revisions\/4852"}],"wp:attachment":[{"href":"https:\/\/oidaijsd.com\/index.php?rest_route=%2Fwp%2Fv2%2Fmedia&parent=4849"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}