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Retail history in the management context: prototype, prologue or prequel?

Nicholas Alexander (Centre for Research in Marketing, School of Management and Business, Aberystwyth University, Aberystwyth, UK)

Journal of Historical Research in Marketing

ISSN: 1755-750X

Article publication date: 10 August 2010

915

Abstract

Purpose

The purpose of this paper is to consider the value of history within a contemporary retail management and marketing context.

Design/methodology/approach

The progress that has been made in incorporating historical methods and history into the retail management and marketing literature was considered.

Findings

The paper explains how history is able to develop understanding in research areas that are by their nature oriented toward contemporary concerns.

Research limitations/implications

The importance of maintaining an historical perspective and not allowing the present to determine an understanding of the past are emphasised. That is, for research to understand the past on its own terms and for the past to help determine an understanding of the present.

Practical implications

The paper explores practical implications for the study of history in the retail management and marketing context.

Originality/value

The paper addresses the dilemma researchers facing in subject areas where it is much easier to see history as a precursor to current activities, rather than as an opportunity to explore questions in different contexts and within longer time frames.

Keywords

Citation

Alexander, N. (2010), "Retail history in the management context: prototype, prologue or prequel?", Journal of Historical Research in Marketing, Vol. 2 No. 3, pp. 350-355. https://doi.org/10.1108/17557501011067879

Publisher

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Emerald Group Publishing Limited

Copyright © 2010, Emerald Group Publishing Limited

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