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| Author: | Coles, T. |
| Title: | Department stores as innovations in retail marketing: Some observations on marketing practice and perception in Wilhelmine, Germany |
| Journal: | Journal of Macromarketing
1999 : JUN, VOL. 19:1, p. 34-47 |
| Index terms: | Department stores Small business Innovation Markets Strategy Germany Europe |
| Language: | eng |
| Abstract: | The relationship between department stores and small shopkeepers in Wilhelmine, Germany has received considerable attention. This article focuses primarily on the social relations between the groups and the nature of the Mittelstand responses to large-scale retail capital born of their perception of department stores as innovatory, "unfair" competition. In contrast, little work has focused on the marketing innovations etc. These form the basis of this article. Stores "innovated" through the integration and the refinement of existing marketing ideas and practices to suit contemporary conditions. Several inconsistencies existed in the Mittelstand position and anti-department store sentiment masked significant internal difficulties in the shop sector. |
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