AccScience Publishing / IJOSI / Volume 7 / Issue 6 / DOI: 10.6977/IJoSI.202306_7(6).0003
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ARTICLE

Systematic review: disruptive innovation in non-branded retail mar-kets

Joydeep Mookerjee1 ,  Subir Chattopadhyay2 ,  M Rajkumar3
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1 Ph.D. Scholar, ICFAI University, Jharkhand, India
2 Adjunct Professor, ICFAI University, Jharkhand, India
3 Associate Professor, ICFAI University, Jharkhand, India
IJOSI 2023 , 7(6), 20–35; https://doi.org/10.6977/IJoSI.202306_7(6).0003
Submitted: 29 November 2022 | Revised: 7 June 2023 | Accepted: 14 June 2023 | Published: 25 September 2023
© 2023 by the Author(s). Licensee AccScience Publishing, USA. This article is an open access article distributed under the terms and conditions of the Creative Commons Attribution -Noncommercial 4.0 International License (CC BY-NC 4.0) ( https://creativecommons.org/licenses/by-nc/4.0/ )
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Abstract

The coronavirus pandemic has significantly impacted the retail industry, with changes in consumer shopping patterns and a shift towards online and home delivery services. While branded retailers have adapted to the e-commerce solutions and seen a rise in sales, non-branded retailers have faced disruptions in their supply chain and local market participation. The study found that consumer choices shifted towards healthcare products rather than brand loyalty, resulting in a scar-city of branded products and encouraging the purchase of local unbranded goods. The garment industry supply chain was heavily impacted, and some employees and daily laborers lost their jobs. Retailers are now preparing for post-pandemic conditions, including changes in employee and operations. The paper presents a systematic review of the disruptions created by local retailers and their innovative strategies in the post-pandemic era, providing insights into the consequences and challenges the retail industry faces. Additionally, the study highlights the need for retailers to monitor their liquidity and adjust their short-term cash estimates to survive in an unstable market with reoccurring lockdowns. Finally, the paper discusses the opportunities for more informed retailers to improve their market position by addressing sustainable and ethical concerns that have become increasingly relevant due to the pandemic. 

Keywords
Covid-19; Retail Market; Unbranded Retails; Market Disruption;
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International Journal of Systematic Innovation, Electronic ISSN: 2077-8767 Print ISSN: 2077-7973, Published by AccScience Publishing
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