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This paper aims to investigate the cognitive styles of contractually integrated retail entrepreneurs with respect to marketing decision making. The study addresses two research questions: How can the cognitive styles of these retail entrepreneurs be classified? If there are differences in the cognitive styles of retail entrepreneurs, how are these differences reflected in their business performance?

Following a literature review and conceptual analysis, a questionnaire on cognitive styles is developed on the basis of Jung's “typology theory” and the Myers‐Briggs Type Indicator. A quantitative internet survey study is then conducted among 226 retailers contracted to the K‐alliance of Finland. The results are then subjected to statistical analysis.

The study reveals that the cognitive style of most of the studied K‐retailers is in accordance with the style of salaried managers …