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Recently described as “the most popular topic area in the entire marketing literature”, the wheel of retailing remains a marketing enigma, revered and reviled in almost equal measure. This paper summarizes the substantial body of literature on the wheel theory and attempts to account for its remarkable pervasiveness. The current state of knowledge on retail change is synthesized, a simple model of institutional evolution is presented and future avenues of research activity are also pointed out.
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Stephen Brown (1991) studied this question.
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