The basic practice of retailing has undergone remarkable, fundamental changes in the past 20 years. With the rise of non-store retailing (e.g. retailing by person to person, catalogues, telephone, the Internet, etc.), coupled with consumers’ increased willingness to buy via these alternative channels, traditional brick-and-mortar stores are not necessarily a requirement in today’s retailing environment. Given the rather dramatic changes affecting retailing in general, the question of what makes a successful retail establishment is relevant for practitioners and researchers. The purpose of the present study is to explore a strategic process model of retailing success, the Great Merchants Framework, within the context of non-store retailing and in particular direct selling.

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