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Journal cover: European Journal of Marketing

European Journal of Marketing

ISSN: 0309-0566

Online from: 1967

Subject Area: Marketing

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The “Wheel of Retailing” and Retail Product Management

Document Information:
Title:The “Wheel of Retailing” and Retail Product Management
Author(s):Ronald Savitt
Citation:Ronald Savitt, (1984) "The “Wheel of Retailing” and Retail Product Management", European Journal of Marketing, Vol. 18 Iss: 6/7, pp.43 - 54
Keywords:Marketing, Models, Product management, Retail trade
Article type:Research Paper
DOI:10.1108/EUM0000000004791 (Permanent URL)
Publisher:MCB UP Ltd
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.

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