Abstract

The purpose of this research paper is to develop a model based on the theories of retail life cycle, wheel of retailing and market share. The author has constructed such a model, called the "Roller Coaster" Theory of Retailing. The name of the theory implies that the model is based on the shape of the roller coastal and momentum needed to keep going. In other words, the "Roller Coaster" theory calls for the identification of strategies or actions that can provide the "momentum" to push the declining whell back to the top of the life cycle and maintain or enlarge to market shares. The objective of this paper is to provide a new way of studying a retailer’s position in the marketplace.

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