Abstract
Standing between expanding productive capacity on the one hand and growing consumer demand on the other, the marketing middleman in our economy has been forced into a succession of adaptive measures, significant among which has been department store retailing. A study of the general developmental pattern in down state Illinois reveals a “spawning era” and identifies three generic antecedents for the department store. Case studies of individual firms reveal the external underlying forces and the innovating policies which made the department store necessary and possible in this geographic area. Since by many criteria the small cities of Illinois were typical of those elsewhere, a study of retail developments there has more than regional implications.
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