Abstract:
This study explores the accessibility of prime retail space to start-up retailers from the landlord’s perspective. The purpose of this study is to determine the degree to which prime space is accessible to start-ups retailers. The study also aims to identify the factors influencing start-up access to prime space, the strategies used by start-ups to access prime space and the criteria by which landlords evaluate these start-ups. The study followed an inductive, qualitative approach. Ten in-depth interviews with leasing decision makers were conducted. The interviews were summarised and the data units therein categorised. The categories were then analysed and testable propositions were developed from these emergent categories. By applying analytic induction in light of the theory base, a set of explanatory models were derived. The study finds that prime retail space is not easily accessible by start-ups. However, it also provides a deeper understanding of the context in the form of a set of explanatory models for the phenomena observed. Armed with this understanding, start-ups can modify their approach and vastly improve their access to prime space. Copyright
