The Mediating Effect Of Store Operations On The Strategy-Performance Link In Myanmar’s Retail Sector

Abstract

This study is based on the examination of the mediating role of store operations on the strategy-performance relationship within the retail sector of Myanmar. There has been an unprecedented growth in modern retail and e-commerce and Myanmar’s retail sector has been evolving rapidly. The study aims to study the operational choices of retail stores in Myanmar and along with that, also aims to discuss the strategy-performance relationship of retail stores and the role of store operations on strategy-performance link. The outcomes of various strategies such as service and product quality, inventory control, and customer satisfaction and their effect on the retail sector are investigated. Operations that are well executed can heighten the strategic benefits and make sure that retailers can sustain in highly competitive and evolving markets.