The late show: The effects of after-hours accessibility on the performanceof small retailers

How leverage should their small limited retailers best leverage their limit ed resources for maximum effect? In this article, we address this question as if concerns small store hours of operation. Drawing on niche theory, we advance a strategy of extraordinary accessibility as a source of competitiv e advantage uniquely, available to small firms. We then report results from our study, of the hours of operations of over 300 small community hardware stores We conclude by reflecting on what our findings mean for small retai lers facing the prospect of competing alongside giant scale-advantaged firm s.