A Review on Art of Creating Values in Retail for Improving Business Performance

Today the retail business environment becomes more complex and unpredictable in nature. In this research article researchers try to discus on engagement of arts in creating values in retail sector organisations. As the art based methods are used in various organisational developments, so this paper focused on four processes proposed by Darso and Dawids (2002) in retail sector organisation, to identify how these methods innovatively works on retail customers and why these process are important for the retail organisation performance. We identifies that the retailers should have to focus on the use of arts based method such as decoration, entertainment, developing the high skilled employees and attractive retail environment, enables customer to see the retail store environment more differently which helps in improving the performance of retail sector organisations. Based on the review of earlier published literatures, the present study shows that the uses of arts in creating shopping values more innovative, effectively and efficiently in retail sector organisations, have become a key to develop the effective business strategy to get competitive advantages over others.