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WHEEL-OF-RETAILING THEORY [1 record]

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Record 1 1988-09-27

English

Subject field(s)
  • Market Structure (Trade)
DEF

A theory holding that (1) a new type of retailing institution gains a foothold in the retailing structure by competing on a low-status, low-price, low-service basis; (2) then, to expand its market, this retail institution increases its service and product offerings, thus increasing its costs and prices; (3) this leaves room at the bottom for the next low-price, low-service type of retailer to enter the retailing structure; and (4) the "wheel of retailing" continues to turn as new institutions enter the retail market.

French

Domaine(s)
  • Morphologie des marchés (Commerce)

Spanish

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