Since 1907 important supermarket chains such as Carulla, Éxito and Olímpica have opened their doors to the Colombian market, building a path to the present and marking a buying and selling behavior in the market as the most influential chains in the country. Similarly, in 2016, the Colombian market has experienced one of the most critical moments of slowdown in its economy starting with the rise in VAT and the arrival of discounters, (D1, Fair and good and Ara), these are the three chains who are implementing this new model that has modified the rules of the game, which generated a change in the behavior of both consumers and supermarket chains. For this reason, the present monograph seeks to understand what mechanisms have used the large supermarket chains to face the arrival of the Hard Discounters.
