The “Wheel of Retailing” and Retail Product Management

Abstract

Extends the “wheel of retailing” hypothesis by developing hypotheses dealing with product behaviour. Evaluates these hypotheses with historical data which have begun to change according to the “wheel of retailing”. Reveals that these hypotheses suggest that retail change is closely linked to environmental factors, including innovation diffusion and product life cycles. Concludes that retail change is therefore also an historical problem and that it is wise to investigate the specific history of retail firms in order for its implementation to be effective.

Citation

Savitt, R. (1984), "The “Wheel of Retailing” and Retail Product Management", European Journal of Marketing, Vol. 18 No. 6/7, pp. 43-54. https://doi.org/10.1108/EUM0000000004791