The three wheels of retailing: a theoretical note

Dov Izraeli (Tel‐Aviv University, Tel‐Aviv, Israel )

European Journal of Marketing

ISSN: 0309-0566

Publication date: 1 January 1973


Sets forward an extension of McNair's “wheel of retailing” theory, with three instead of one, wheels. Looks at the forces of competition between the low‐end innovators, high‐end innovators and conventional stores which represent the wheels. Suggests that these forces result in mutual influence and modification, until the innovators become part of the establishment.



Izraeli, D. (1973), "The three wheels of retailing: a theoretical note", European Journal of Marketing, Vol. 7 No. 1, pp. 70-74.

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Copyright © 1973, MCB UP Limited

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