What is Wheel of Retailing Theory

This chapter explains the mechanisms for the emergence of selected innovative formats based on existing format change theories. The nature of a retail format is explored and the classification both of retail formats and alternative retail formats are presented. Four groups of theories (cyclical, conflict, environmental, and integrated) explaining the emergence and evolution of retail formats are analysed. Retail formats theories are applied in explaining the emergence of two formats: pop-up store and m-commerce. The approach involved a review of literature and analysis of empirical data concerning the structure of the retail trade turnover in the chosen countries.