Three basic approaches to retail institutional change can be discerned in the last 30 years. The first contends that institutional evolution is a function of developments in the socio‐economic environment. The second argues that change occurs in a cyclical fashion. The third considers inter‐institutional conflict to be the mainspring of retail change. None of those approaches is found to be entirely satisfactory, and a series of combination theories has been posited. It is argued that regional institutional change is the result of environmental forces and a cycle‐like sequence of inter‐institutional conflict.

Institutional Change in Retailing: A Review and Synthesis

In this article, we offer an overview of macromarketing from the mid–1960s to the present. Based on this overview, describe examples of the system elements that have been of interest in researching marketing systems (including those that relate to the environment and the components, attributes, and outcomes of marketing systems). Next, we consider where the field stands today and discuss twelve challenges in macromarketing that compose a possible scenario for future research. Finally, we note the scenarios links to intellectual and normative traditions in the field, its potential relevance for macromarketing scholarship, and its limitations.

Macromarketing: Past, Present, and Possible Future:

Marketing of Agricultural Products

This article proposes a comprehensive model for analyzing the environmental forces that affect channel length. The marketing literature regards channel length as a succinct, key measure of channel structure. Transactional cost analysis offers an integrative explanation of the seemingly contradictory phenomena and varied interpretations found in the channels literature. The central thesis of this article is that the developmental process alters the balance between performing channel tasks externally and internally and thereby channel structure. The article also interprets from a transactional cost perspective how selected cultural, political, and urban market concentration factors account for enduring differences in channel structure among nations at similar levels of development.

Channel Evolution: A Framework for Analysis:

This paper reviews existing and accepted theories of retail institution growth and develop ment, and incorporates them into the construction of an improved conceptual framework that adequately expl...

The Transformation of Retailing Institutions: Beyond the Wheel of Retailing and Life Cycle Theories

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.

The three wheels of retailing: a theoretical note

Examines the process of change in marketing channels and its cyclical nature. Looks at the contradictory problems of the needs of small retailers and efficient distribution, suggesting possible answers. Explores the implications of the rise of franchising for channels and the economy as a whole. Provides some current options for manufacturers to secure their marketing channels.

The cyclical evolution of marketing channels

Agricultural marketing for developing countries

The study traces patterns of inter-organizational coordination in marketing channels and shows how changes in the relationship among organizations are associated with shifts in orientation and mode of interaction. The analysis is based on developments in agromarketing and food distribution organizations. The current crisis in food supplies and international concern with the availability of raw products should bring this neglected area into the forefront of marketing concern. The study is based on observations of current trends of inter-organizational integration in the U.S., U.K. and Israel. It points to the emergence of a new institutional form the authors call the Societal Marketing Board. The Societal Marketing Board (SMB) is a federated inter-organizational system, comprised of all sectors of an industry, established by legislation to promote the interests of that industry. The analysis concludes that the SMB has the potential: 1) to generate resources and ‘increase the pie’ for the benefit of all; 2) to broaden the oriengation of sectorial organization to reflect a wider range of social interests; 3) to achieve the above goals while curbing direct government intervention. It suggests that the operation of the Societal Marketing Board can contribute toward mitigating the tension from contradictory pressures for greater coordination in the complex marketing system on the one hand, and for economic freedom and market competition on the other.

Dov Izraeli

Papers

The three wheels of retailing: a theoretical note

The cyclical evolution of marketing channels

Agricultural marketing for developing countries

Integrative processes in agricultural marketing channels