As one of the most successful global retailers, with the unique and innovative strategies that it uses, Amazon has become a suitable model for emerging retailers that seek survival and success. Considering the challenges of newly established Mixed and Omni-channel retail stores in UAE markets, this research seeks to provide a model for the survival and success of these businesses. Its purpose is to identify effective and proven Amazon strategies to strengthen the ability of these retailers to face competition and market challenges. To achieve this goal, a mixed research method has been used, which includes grounded theory in the qualitative part, and then, to evaluate the results obtained in the qualitative part, PLS software was used in a two-structure method in the quantitative part. The results show that retailers should have the ability to understand market sensing in order to identify the expectations and demands of stakeholders and customers and turn them into loyal stakeholders and customers. To achieve this goal, it is necessary to adopt strategies based on environmental factors and risks in the market. Finally, such strategies can help create competitive advantages and foster entrepreneurship in this area, which is very necessary and vital for the survival of these businesses and their success in the market. Also, according to the limitations, suggestions have been provided. In general, due to the lack of focused research in this field, this research can make a significant contribution to the survival and success of emerging retail stores.
KeywordsAmazonMixed and Omni-Channel RetailBusiness SuccessUnited Arab EmiratesSurvival and Success in Emerging RetailsGrounded Theory
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