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| Author: | Schultz, D.E. |
| Title: | Another turn of the wheel |
| Journal: | Marketing Management
2002 : MAR-APR, VOL. 11:2, p. 8-9 |
| Index terms: | Industries Retailing Brands Marketing Competition USA |
| Language: | eng |
| Abstract: | Will localization help or hurt brands? In the literature, there's a concept called the "wheel of retailing." The premise is that retail forms continuously evolve and adapt to the marketplace service. As the category matures, competition developes, commonly through focusing on reductions in services, facilities, or selections, all of which allow the retailer to offer reduced prices. As the wheel turns, new competition emerges in these reduced service and selection facilities. The next turn of the wheel is for niche retailers to emerge. |
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