Corporate social responsibility (CSR) of small retailers

The implementation of Corporate Social Responsibility (CSR) to small retailers of consumer goods in a city of Colombia (Medellin) is analyzed. From an empirical investigation it is studied some elements that generate positioning for these traders face the threat of large retailers (supermarkets with modern trade) including the construct of CSR and some components that produce reputation for these people against those competitors. It is discussed in the literature how the concept of CSR is associated with small businesses, the relationship between this variable and retailing studying the main results of research carried out with neighborhood shopkeepers (small retailers) in Medellin during 2011 in which also intervened customers of these dealers and some of its suppliers (manufacturers, wholesale distributors). Qualitative research methodology based on Grounded Theory supplemented with Ethnography is also exposed. Data collection was conducted through individual semi-structured depth interviews, focus groups and non-participant observation. Finally, a discussion of the main findings as well as their most relevant conclusions is made.