|The survival of small and medium-sized shoe retailers in the 1990s in Japan
|2nd World Congress of Business History
|The European Business History Association (EBHA) and the Business History Society of Japan (BHSJ)
|Existing research on the history of retail formats in Japan after World War II shows that the survival strategies of specialty stores in the 1980s and the 1990s can be roughly categorized into two types: the market strategy and the non-market political strategy. Some specialty stores grew by creating new retail businesses, discount retailing. Others survived by staying small under the law that protected them. Based on the shoe industry, this study presents another strategy. In the 1990s, a group of small and medium-sized shoe stores survived while remaining relatively small. This was achieved not through a non-market political strategy, but through a market strategy of creating new retail business through specialization, which is different from roadside shops.