Percorsi di sopravvivenza per il commercio urbano: insegnamenti dai piccoli leader

Urban retail is nowadays facing an hard situation, due to the wide diffusion of large-scale shops located outside urban city centres.

On the other hand, the presence of a number of shops in downtown seems to be highly desirable, not only from a strictly commercial point of view, but also in a socio-cultural perspective.

In this paper, the results of a survey among the Verona city centre historical shops are presented, in order to elicit some competitive factors that made it possible for them to survive and prosper for a long time.

Even if difficult to be reproduced, such factors – very close to an entrepreneurial craftsmanship – show at least a possible direction to move along.

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