“…The retail sector of the Republic of Serbia has been facing significant changes in recent years in market concentration and the strengthening of horizontal and vertical competition, which is accompanied by a continuous reduction in the number of small independent retailers (Lovreta, Končar, & Petković, 2009). In academic research (Tansey, & Raju, 2017;Pešić, 2015;Lukić, 2010;Goodman, Kachur, Abdulla, Bloland, Mills, 2009;Lovreta, Končar, & Petković, 2009;Drašković, & Domazet, 2008;Bhattacharya, 2003;Aalto-Setala, 2002), the processes of retail market concentration and change of balance of power in value chains are becoming more and more current. Pešić (2015) and Ljubović, Pavlović, & Cvijanović, (2014) define market concentration as a degree in which a small number of enterprises can significantly affect certain economic activities, such as total turnover, assets or employment.…”