Marketing strategies,financial structure,and innovation in U.K. retailing

This study examines the pattern by which retailers have adapted to recent changes in consumer markets. Information was obtained on the marketing strategies and financial structures of 88 of the leading U.K. retailers. The first section identifies the key environmental developments of the later 1970's and appraises their impact on retailers. In the second section, the methods by which retailers have sought to adapt to these changes are outlined. Finally, a model is developed which distinguishes successful from unsuccessful retailing strategies and provides a methodology for evaluating alternative approaches to market positioning.