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The Wheel of Retailing

Stanley C. Hollander
Journal of Marketing
Vol. 25, No. 1 (Jul., 1960), pp. 37-42
DOI: 10.2307/1249121
Stable URL: http://www.jstor.org/stable/1249121
Page Count: 6
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Since scans are not currently available to screen readers, please contact JSTOR User Support for access. We'll provide a PDF copy for your screen reader.
The Wheel of Retailing
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Abstract

New types of retailing frequently start off with crude facilities, little prestige, and a reputation for cutting prices and margins. As they mature, they often acquire more expensive buildings, provide more elaborate services, impose higher margins, and become vulnerable to new competition. The author examines the history of numerous retail institutions to determine if this process really constitutes a "natural law of retailing."

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