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The Wheel of Retailing
Stanley C. Hollander
Journal of Marketing
Vol. 25, No. 1 (Jul., 1960), pp. 37-42
Published by: American Marketing Association
Stable URL: http://www.jstor.org/stable/1249121
Page Count: 6
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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."
Journal of Marketing © 1960 American Marketing Association