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Retailing is the marketing institution with which consumers have the most immediate and frequent contact. As such, consumers should be concerned with how the behaviour and performance of retailers will impact on them. While the consumer may not be explicitly aware of it, the rate of return (RoR) on capital invested in retailing has both instantaneous and temporal impacts on consumer well‐being. When the RoR is high, relative to the cost of capital, retail prices are probably higher than they need be. However, this high RoR may persuade other investors (i.e. potential retailers) to enter the market, thereby eventually lowering prices and increasing product availability.

The purpose of this paper is to present a view of how a retail chain store and its marketing strategies impacted on shopping habits in twentieth century Ireland.

Primary and secondary sources include company documents, oral history and press reports. Background social, political and economic factors are considered in conjunction with the methods this firm used to build customer-driven managed marketing systems and teams of good staff relationships.

Woolworth's Irish stores responded to changing tastes and needs of consumers throughout Ireland. The Irish market required skilful techniques to overcome widening divisions within customer profiles to accommodate increasing north-south and urban-rural patterns. Welcomed by shoppers of all ages and genders, this firm's contribution to Ireland's retailing and wider commercial scene was innovative, popular, flexible and influential.

The overview of this well-known retail chain store's experience in twentieth century Ireland can provide scholars with building blocks on which to expand knowledge and develop further understanding of a largely un-tapped field of research within the history of marketing in Ireland.

Comments on the article “Spokes in the Wheel of Retailing” Congratulates the authors on the issues raised therein, but maintains that “Spokes in the Wheel of Retailing” represents a missed opportunity. More detailed research is needed on the processes of retail change in the inter‐war years.

US retail executives' perspectives of the future of apparel retailing were explored in this study. Data were collected through personal interviews conducted at the 1996 National Retail Federation (NRF) Convention in New York City. Current and future changes in demographic, consumer behavioural and technological trends impacting apparel retailing were studied; current challenges in the apparel retailing field were discussed and future business strategies were recommended. Respondents' predictions include the emergence of a new competitive culture focused on the development of unique products and business strategies beyond price‐based retail competition. Retail executives recommend the development of niche markets and strong product development programmes. Based on study results, implications for retail practitioners and researchers are discussed with relevant hypotheses inductively generated from study findings. The research was funded, in part, by the Graduate Student Research Fund, College of Family and Consumer Sciences, Iowa State University.

The purpose of this paper is to examine how one Canadian retailer developed customer confidence in the interwar years when the automobile was in its infancy. The emphasis is on products and product information in the mail‐order catalogue.

The research design strategy draws on a longitudinal case study research using primary archival data collection and analysis.

In the 1930s, the firm used multiple approaches to respond to opportunities and challenges and to reassure customers through product assortment, guarantees, branding, quality assurance and support services. Generating an extensive mail‐order business occurred in tandem with the opening of stores, and together these approaches created rapid growth. In the early years, the emphasis was on maintenance, repairs and some augmentation through accessories. From the mid‐to late 1930s, with easing economic conditions, the focus shifts from automobile functionality to include roles for leisure and sport products, and the injunction to engage with the Canadian countryside.

The paper uses original historical research to contribute a new way of understanding how retailers developed customer confidence. The study contributes to knowledge about Canadian retailing in the interwar years, and the means for building customer confidence using a range of marketing techniques. For researchers, the study demonstrates a further example of the efficacy of using archival materials to explore marketing questions.

The purpose of this paper is to provide insights into the challenges and rewards of engaging in the inextricably intertwined activities of studying and teaching marketing history. The secondary purpose is to encourage marketing scholars to expand work in this area.

The approach invokes the memoir and that format traces the author personal development in the field of marketing history over 30 years. It discusses what the author learned, how he learned, and how these lessons can be applied.

The paper offers several findings: marketing history can be part of every marketing course; students should be engaged in the development and application of historical findings; marketing scholars must develop an understanding of historical methods as a means of supporting research and teaching; and marketing history should eventually be seen in marketing as economic history is seen in economics.

The paper puts forth an approach for undertaking historical research in marketing and suggests how to use those findings in teaching marketing history. The emphasis focuses on engaging students with the caveat that history is not predictive. The goal is to put marketing events in their proper context, to understand how they develop and how they play out. Marketing history has its own intrinsic value but also provides a new dimension for decision making.

The paper uses a first person narrative of working in developing a field, a historic device not frequently found in marketing. It also represents a historiography of marketing history.

The purpose of this paper is to explore the development of marketing practice in Britain from the ancient to the early twentieth century. It builds upon the author’s chapter in the 2016 Routledge Companion to the History of Marketing.

This paper is based on a review of secondary history and archaeology literature supplemented by digitised historic newspaper and magazine advertising. The literature is frameworked using a modified version of Fullerton’s 1988 periodization which has been extended to include the medieval and Roman eras.

One of the significant findings of this paper is the key role the state has played in the development of marketing practice in Britain, the construction of pavements being a good example.

Apart from Nevett’s 1982 history of British advertising and the author’s Routledge Companion to the History of Marketing chapter, this is the first survey of the historical development of British marketing practice. It assembles and presents in a useful way important information. This paper will be of interest to marketing historians, especially students and researchers new to the subject.

The purpose of this study is to assess differences between the guidance offered by cultural studies in the services literature and the retailing literature for emerging markets. To research these differences, the role that the contact person has towards South African township residents' willingness to buy is to be assessed.

A services quality survey of black (ethnic Xhosa) township residents was performed for two different retail types: new, small, independently owned grocery retailers located within the townships, and established, large, national chains located within the city centres. The influence of these services quality measures on willingness to buy was assessed using the partial least squares method for each of the two retail types. Differences between the model parameters for these two retail types were assessed using ANOVA.

The results show that, consistent with the retailing literature, the contact people in these new, small, local and independently owned retailers focus extensively on empathy to influence willingness to buy, while the contact people in the large, traditionally white‐owned national retailers jointly focus on assurance and responsiveness to influence willingness to buy, and spend very little effort on empathy.

Research implications are based on the usefulness of supporting theory, namely that the guidance offered by the cultural studies in the retailing literature is more predictive than that in the services literature for the emerging South African retailing market.

It is found that core elements in relationship marketing are well ingrained in collectivist Xhosa cultural norms. The results suggest that these cultural norms can, and should, be leveraged by the new independently owned grocery retailers.

The research addresses a key concern within emerging markets and offers practical help for retail development within this dynamic economic setting.

Focusing upon British retailing, the purpose of this paper is to review what is known both about the importance of different supply networks at different points in time, and about the attitudes of different groups of consumers towards these networks.

Relying primarily upon secondary sources, the paper discusses the ways in which the literature on retailing beyond the shop has developed during the past 40 years, and particularly during the past ten years or so.

The paper shows that although it is difficult to delineate the scale and importance of retailing beyond the shop, there is a growing consensus that shops were by no means the sole, or necessarily dominant, source of supply. It shows too that consumers' attitudes towards both commercial and non‐commercial exchanges were complex and sometimes contradictory, with non‐commercial transactions particularly difficult to disentangle and interpret. However, it should not be assumed, it is suggested, that notions of value and ties of reciprocity inevitably fell victim to the growing forces of industrialisation and urbanisation.

The paper adopts a broad chronological perspective and introduces readers to sources, evidence, ideas and concepts that shed light on British retail development and change.

The purpose of this paper is to appraise the spread of supermarkets in Canada during the mid‐twentieth century. It examines how corporate chains altered the organization of distribution, reconfigured shopping experiences, and promised gains realized through greater business volume.

The paper utilizes a mix of primary and secondary sources to compare how companies responded to opportunities for mass marketing that emerged in the post‐war era. The perspective is grounded in the theory of managerial capitalism, which was originally elaborated by Alfred D. Chandler.

The paper highlights how mass food retailing in Canada shared some attributes normally associated with the rise of managerial capitalism, but it also reviews the variations and highlights the difficulties faced by firms despite their jump to giant size. In particular, it stresses how the leading companies did not build secure positions.

Corporate archives in Canadian retailing either did not survive or remain inaccessible. The essay therefore draws upon a mix of sources including company publications and government investigations. The paper highlights the inability of companies to realize permanent gains commonly associated with large firm size or mass retailing. It stresses that there was no one “model” of corporate development.

This paper illustrates the complexities associated with developing strategic leadership in retailing and therefore should be valuable to educators and practitioners.