This study aimed to identify how the incorporation of retailers into a cooperative network affects the individual identity of small supermarkets and what the associates' views are regarding this strategic alliance. A desk research was therefore carried out, as well as a multicase study at three associates of a cooperative food retail network in Brazil. The findings of this study indicate that the benefits of greater operational efficiency, better positioning and increased business leverage of the companies in the network compensate for the loss of their individual image (brand).
strategic alliance; supermarket; brand
