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Although several hypotheses have been proffered to explain changes in the structure and evolution of retailing institutions, none provides a comprehensive explanation of how and why retail institutions evolve. This editorial first introduces the concept of the “Big Middle,” the marketspace in which the largest retailers compete in the long run. It then hypothesizes that these large retailers generally...
The authors define the “Big Middle” as the marketspace in which the bulk of retailers compete for the majority of customers and the preponderance of expenditures occur. Therefore, it is the space in which retailers aspire to exist in their quest for increased revenues, scale economies, and profits. An enduring concept, the Big Middle appears in any economy in which large-scale retailing has developed...
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