Competitive Advantages of a Shopping Center Based on its Resources

Abstract

<p>Due to the existing real estate offer, people can currently choose where to set up their business as a result, shopping centers need to develop strategies to generate sustainable competitive advantages. Given the commercial activity in the city of Mérida, Yucatán, in Mexico, and the competitive environment, it is advisable to analyze the operation strategies of shopping centers, as well as the resources involved. This paper analyzes the opinion of six tenants of a shopping center regarding the resources used and those available, as well as the strategies developed based on those resources, and the competitive advantages generated. A case study was elaborated that analyzed a shopping center in the city of Mérida. Results show that the strategies of the shopping center studied are based on its tangible resources, as they are valuable, rare and inimitable, as well as potential creators of sustainable competitive advantages.</p>