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Article

Open Access

The Transformations of Retail Trade Formats in Europe at the Beginning of the 21st Century

Author(s)

Marek Drzazga

Full-Text PDF Download XML 511 Views

DOI:10.17265/2328-7144/2017.02.002

Affiliation(s)

The University of Economics in Katowice, Katowice, Poland

ABSTRACT

The paper aims at identifying the transformations in trade influenced by the main macroeconomic forces of trade companies in European countries in the 21st century. The author surveys the specialist literature dealing with marketing and trade. On the basis of the research carried out, it has been established that the development of new retail formats (e.g. convenience shops, e-commerce), which was influenced by the transformations in the macroeconomic environment of companies, was observed. At the same time, retail formats of hybrid character (e.g. discount convenience shops) have appeared and old well-known ones like department stores, supermarkets, or discount shops have strengthened their market position. The knowledge about the issues presented in the following paper has practical implications and can be helpful for managers of trade companies.

KEYWORDS

macroeconomic environment, retailing, retail format

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