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This chapter explores how customer's attributes, shopping behavior, and preferences affect the retail choice in fiercely competitive retail environments of megacities from developing countries. We study how small, family-owned retailers (i.e., nanostores) compete against organized chains from the modern channel (i.e., convenience stores and supermarkets) at different socioeconomic levels in 9 out of 16 boroughs from Mexico City. Primary data were collected using a combination of instruments (i.e., observation, interviews, and surveys) that were applied to relevant stakeholders of the retail footprint where nanostores develop their operations. We analyze the data via statistical tools such as descriptive statistics and independent nonparametric tests to understand the significant factors of the competitive landscape in which nanostores are immersed. We supplement our research methodology by using causal loop diagrams to identify opportunities in the way suppliers, shopkeepers, competitors, and customers interact with each other and new business models for the nanostore supply chains. By breaking down our result analysis into low-, middle-, and high-income areas, we provide insightful recommendations to increase nanostores' survival, improve their operations, and grow them in Mexico City by addressing issues from the supply, store management, and customer service.

The field of Supply Chain Management (SCM) has mainly focused on applications for large firms, where significant amount of theory has been developed in the last decades. Little attention has been received by micro and small enterprises (MSEs) that in Latin America represent approximately 99% of all businesses and are the key for the development of the economy, employment, and growth of the region. Due to MSEs' lack of productivity, only a fraction of them survive and thus contribute to Latin America's economic growth. In this chapter, we discuss the connection between MSEs' productivity growth and SCM. We present key takeaways from the literature and summarized different research approaches used to study this emerging field, specifically related to the impact of the size of the company, the use of surveys to gather data, and the importance of field interventions. We also present a large-scale project (i.e., MIT GeneSys) that focuses on improving survival of MSEs in developing countries and discuss some preliminary learnings gained via conducting shadowing/immersion of ∼250 MSEs from Mexico, Colombia, Chile, Ecuador, Peru, and Bolivia. We conclude the chapter by presenting some recommendations for the future research agenda for the emerging field of SCM for MSEs in Latin America.