Evolution of retail institutions from general, broad-
based outlets with wide assortments, to narrow-
based institutions carrying specialised assortments,
and back to general, broad-based assortments.
Synonymous with general-specific-general theory.
Retailers mutually adapt in the face of competition
When challenged by a competitor with a differential
advantage, the established retailer will adopt
strategies and tactics in the direction of that
advantage (making the innovator less attractive)
Retailing institutions that can most effectively adapt
to environmental changes are the ones most likely to
prosper or survive.
Environmental need for a certain kind of retailing
institution it will evolve→
Need ceases to exist the institution will tend to→
Institutions that most effectively adapt to
environmental changes are most likely to survive
Retail Life Cycle
Retail organizations pass through identifiable stages of
innovation, development, maturity and decline.
Stages of Retail Life Cycle:
Differentiated services, product and format.
Increase in sales
Emergence of competitors
Organization try to attain leadership
Decrease in growth rate
Repositioning: strategy, format & merchandise mix
Loses Competitive edge
Negative rate of growth
Cost run higher