Development of Retailing Institutions in the Federal Republ ic of Germany

A C T A U N I V E R S I T A T I S L O D Z I E N S I S _____________________F OLIA OECONOMICA 85. 1988____________________

I I I . R E S E A R C H O N D I S T R I B U T I O N S Y S T E M S

Je n s Neugebauer*

DEVELOPMENT OF RETAILING INSTITUTIONS IN THE FEOERAL REPUBLIC OF GERMANY

1. I n t r o d u c t i o n

The r e t a i l tra d e in the FRG i s c h a r a c t e r i s e d by an e x t r a o r d i­ nary v a r i e t y of r e t a i l i n g i n s t i t u t i o n s . By V e t a i l i n g i n s t i t u ­ tion* we understand economic u n i t s , in which goods a re p ro v id e d and s o ld to consumers a f t e r no or o n ly l i t t l e s u b s t a n t i a l chan­ ges. T h e i r economic f u n c t i o n i s to b rid g e s p a t i a l , te m p o ra l, q u a l i t a t i v e and q u a n t i t a t i v e spans between p ro d u c tio n and use of the goods. In o r d e r to comprehend the v a r i e t y of r e t a i l i n g i n s t i t u t i o n s e x i s t i n g in r e a l i t y , i t seems u s e f u l to arra n g e them a f t e r typ es of i n s t i t u t i o n s . By typ e s of i n s t i t u t i o n s I mean r e t a i l i n g i n s t i t u t i o n s , which have been summarised mentally and which are s i m i l a r in t h e i r main c h a r a c t e r i s t i c s .

In t h i s paper I would l i k e to g iv e f i r s t a su rv ey ove r the most im portant typ e s o f r e t a i l i n g I n s t i t u t i o n s in the FRG. I w i l l then t r y to e x p l a i n the development of these types of i n ­

s t i t u t i o n s in b r i e f .

2. Types of R e t a i l i n g I n s t i t u t i o n s in the FRG

We can d i s t i n g u i s h between i n d i v i d u a l r e t a i l i n g e n t e r p r i s e s and combined forms o f i n d i v i d u a l r e t a i l i n g e n t e r p r i s e s . The f i r s t group i n c l u d e s :

x 1 o n e - 1 i n e - s t o r e s ,

♦ M . E c . , s e n i o r a s s i s t a n t , J u s t u s - L i e b i g - U n i v e r s i t y in G ie ss e n ( F e d e r a l R e p u b lic of Germany).

2) s e l f - s e r v i c e - s t o r e s , 3) d e p a r t m e n t - s t o r e s , 4) o n e - lin e - h o u s e s , 5) m a il- o r d e r - h o u s e s , 6) d i s c o u n t e r s , 7) c h a i n s , 8) c o o p e r a t i v e s o c i e t i e s ; and the second:

1) j o i n t - d e p a r t m e n t - s t o r e s , .2) s h o p p in g - c e n t e r s .

2 . 1 . I n d i v i d u a l Re t a i l i n g E n t e r p r i s e s

As I have a l r e a d y mentioned by typ e s of i n s t i t u t i o n s we un­ d e rs ta n d m e n t a l ly summarised r e t a i l i n g i n s t i t u t i o n s , which a re s i m i l a r to each o t h e r in t h e i r main c h a r a c t e r i s t i c s . A l l the i n d i v i d u a l r e t a i l i n g e n t e r p r i s e s have i t in common t h a t t h e i r c h a r a c t e r i s t i c s concern the i n d i v i d u a l s t o r e or the i n d i v i d u a l e n t e r p r i s e .

The l i s t of c h a r a c t e r i s t i c s to c l a s s i f y i n d i v i d u a l r e t a i l i n g e n t e r p r i s e s d e r i v e s from the r e t a i l i n g e n t e r p r i s e b eing seen as a system . The in p u t i s taken in from the super-system and w i t h i n which i t i s tra n sform e d i n t o output and then g iv e n back to- the super-system . C o r r e s p o n d i n g ly , we can form f o u r groups of c h a r a c t e r i s t i c s :

1) c h a r a c t e r i s t i c s , whiclt d e s c r i b e t y p e , e x t e n t and combi­ n a t i o n of the s u p p lie d o u tp u t;

2) c h a r a c t e r i s t i c s , which d e s c r i b e the throughput conducted; 3) c h a r a c t e r i s t i c s , which d e s c r i b e t y p e , e x t e n t and combi­ n a t i o n of the in p u t used;

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4) c h a r a c t e r i s t i c s , which d e s c r i b e the s t r u c t u r e of the p r o v i d i n g and o u t l e t c o n n e c t io n s .

Table 1 shows the c h a r a c t e r i s t i c s of the i n d i v i d u a l re^- t a i l i n g e n t e r p r i s e s . The e s s e n t i a l c h a r a c t e r i s t i c s a re marked w it h l i n e s and the a d d i t i o n a l c h a r a c t e r i s t i c s a re marked w it h broken l i n e s .

C h a r a c t e r i s t i c s , which d e s c r i b e the output of r e t a i l i n g e n t e r p r i s e s , r e f e r to the whole range of o f f e r e d goods. Hers we can d e s c r i b e them by means of commodity and economic c r i ­ t e r i a . S ta tem e n ts about the dim ension of the asso rtm en t

Cooperative s ocio ty « Mail-order-house j Discounter

S e l f -service-store

Types One-1ine-store Oepartment-store

special it y mail order-house assort ment (HBÍ1- order-house s e lf-s e rv ic e market s e lf-s e rv ic e center s p e d a l i t y store normal depart ment-store jun ior depart ment- s tore branch grand-depart ment-store s e l f - \ s e rv ­ ice depart merit-atore super­

market One-line_-house nonfood

dis- : counter food- -dis-counter food-chain Harks re v a ilin g -store as s e l f s ervice market as self-serv-. ice mar­ ket super mar­ ket parti; spec Ia food f oodt non­ food branch Ttomo- gene-ous branch-howoye neous needs-homoge- neous_________ food* small part non­ food

s everal branches food, tex t i l e s , clothings house- hold, furnishing_____________ as one line- -store as one lin e-store as de­ partment store pre­ v a i l ­ ing nonfood ‘ ware-assort ment con­ tents p a r t l y , sp ec ial food broad f l a t mediumbroad deep broad

deep broadmedium deep medium broad medium deep e s p e c ia lly consultance maintaince s e r v i ces kind abstention medium Ł? tensive extent extensive I town i edge- , s ite s . with good 1 park- I ing i f a c i l i i t i e s 1r e t a i l i n g -

' agglomeration neigh­bour­ hood p r e f ­

erence edge-town

s i t e s green mead­ ow with good park­ ing f a c i l i t i e s secon • dary 1 s i t e s I with I good park- 1 ing I c i t y , shopping-centers I _cost-saving secondary s i t e s I r e t a i l I agglo- I mera- I tions location quantity confine ment distance p r in c ip l e p r e v a ili n g a s s is ta n ts s e rv ic e i prevai- j I lin g I a s s is t- ' I ants- I L ľ S f O l ž L j I medium I a s sis ta n ts s e rv ic e s e l f- s e r v ic e s e l f - s e r v ic e serving s e i f - s e rv ic e p ric e l e v e l medium high aggressive undercutting p a r t l y aggres stve under-^ . Ш д а big-sized conventional adapting 'conventional {__ adap_t in_g_ specinl s ta f f- q u a]i f ic a t ions custo

mers members_ustomers

ce rn the range, t h a t i s the number of s u p p lie d d i f f e r e n t groups of p r o d u c ts , and the d epth, t h a t i s the number of items sup­ p l i e d w i t h i n one group of p r o d u c ts . Thus the o b j e c t s , . o n which

the r e t a i l i n g e n t e r p r i s e s f u l f i l l t h e i r t r a d i n g o u t p u t , a re d e s ­ c r i b e d . F u rth e rm o re , you can d e s c r i b e the k ind and e x t e n t of the performed s e r v i c e s . Here you have to d i f f e r e n t i a t e between the a c t u a l t r a d i n g - s e r v i c e s ( s p a c e - b r i d g i n g , t im e - b r id g in g , forming an a s s o rtm e n t, adjustm ent of q u a n t i t i e s e t c . ) and the o t h e r a d d i t i o n a l s e r v i c e s (a s f o r i n s t a n c e p r o v i s i o n of p a rk in g s p a c e ) .

As im p ortan t c h a r a c t e r i s t i c s of the throughput we c o n s id e r l o c a t i o n , s e l l i n g - o r g a n i z a t i o n , p r i c e - p o l i c y .

The l o c a t i o n p r e f e r e n c e i n d i c a t e s the l o c a t i o n s , which each i n d i v i d u a l r e t a i l i n g e n t e r p r i s e p r e f e r s . The q u a n t i t y of l o c a ­ t i o n s i n d i c a t e s whether the throughput i s f u l f i l l e d in one or more l o c a t i o n s . A d d i t i o n a l l y , i t c o u ld be s a i d t h a t the l o c a ­ t i o n confinement- i n d i c a t e s whether or not permanent s t a t i o n a r y d e v i c e s a re r e q u i r e d . This a p p l i e s to the typ e s d e s c r ib e d in t h i s a n a l y s i s , thus being d i s t i n g u i s h e d from the i t i n e r a n t r e ­ t a i l i n g , which I w i l l not f u r t h e r d i s c u s s h e re .

The k in d of s e l l i n g - o r g a n i z a t i o n d e s c r i b e s the way, in which buyer and s e l l e r come i n t o c o n t a c t w it h each o t h e r . G e n e r a l l y , we can d i s t i n g u i s h between:

1) d i s t a n c e - p r i n c i p l e - no p e rs o n a l c o n t a c t s between the buyer and the s e l l e r ,

2) r e s i d i n g - p r i n c i p l e - p e r s o n a l c o n t a c t a t the l o c a t i o n o f the s e l l e r ,

3) m e e t i n g - p r i n c i p l e - p e rs o n a l c o n t a c t a t a n e u t r a l place, A) domiciliating-principle - p e r s o n a l c o n t a c t a t the l o c a t i o n o f the b u yer.

The type o f s e r v i c e d e s c r i b e s the way In which the f u n ­ c t i o n s of the s e l l i n g - p r o c e s s a re .d iv id e d up between the buyer and the s e l l e r . Here we can d i s t i n g u i s h between:

1) a s s i s t a n t s - s e r v i c e - the s e l l e r has to f u l f i l l a l l f u n ­ c t i o n s : c o n t a c t - i n i t i a t i o n , g o o d s - p r e s e n t a t i o n , b a r g a i n i n g , s a l e , encashment, d e l i v e r y ;

2) p r e s e l e c t i o n - the buyer in fo rm s h i m s e l f about the sup­ p l y ; the s e l l e r s ta n d s by f o r b a r g a i n i n g , s a l e , encashment, d e­ l i v e r y ;

3) s e l f - s e r v i c e - the buyer chos'ses w ith o u t the h e lp of the s e l l e r and takes the goods to -the c h ec k - o u t;

4) a utom a tic s e l l i n g - s e l f - s e r v i c e i n c l u d i n g a u to m a tic en­ cashment w it h o u t the h e lp of s e l l i n g s t a f f .

The p r i c e - p o l i c y can be d e s c r ib e d by the p r i c e - l e v e l of the goods ( h i g h , medium, lo w ) and by the way the . p r ic e s are f i ­ xed in r e l a t i o n to c o m p e t it o r s . The laat- m en tiu n ed c h a r a c t e r i ­ s t i c can be d i v i d e d i n t o " c o n v e n t i o n a l - a d a p t i n g " and "ag g res- s i v e - u n d e r c u t t i n g " .

The c h a r a c t e r i s t i c s d e s c r i b i n g the in p u t can be r e l a t e d to s i z e , and s e l l i n g a r e a , f a c t o r - q u a l i t i e s (and a l s o to f a c t o r - - p r o p o r t i o n s ) . Seen as a whole the f a c t o r - s t o c k s a re an i n ­ d i c a t o r of the s i z e of the e n t e r p r i s e . Apart from t h a t the c h a r a c t e r i s t i c s can r e l a t e to the i n d i v i d u a l used f a c t o r s as t h e r e a r e c a p i t a l , s t a f f , room, good3. Moreover, t h e m cou ld be l i s t e d the f a c t o r - p r o p o r t i o n s d e s c r i b i n g the r a t i o s of the use of d i f f e r e n t f a c t o r s .

The f a c t o r q u a l i t y d e f i n e s the q u a l i t a t i v e c h a r a c t e r i ­ s t i c s of tne f a c t o r s used.

W ith t r a d i n g - e n t e r p r i s e s b eing open system s, the e n v i r o n ­ ment r e l a t i o n s can a l s o be a n a ly s e d . Corresp ond ing to the d o u b le - s id e d 'm a r k e t i n t e g r a t i o n of an e n t e r p r i s e , we can e x a ­ mine the consumer (and a l s o s u p p l i e r ) r e l a t i o n s s e p e r a t e l y . Here you can d i f f e r e n t i a t e i n t o k in d s and c h a r a c t e r of the r e l a t i o n s to these p a r t n e r s , •

I am now going to a n a ly s e the i n d i v i d u a l types o f l e t a i - l i n g - i n s t i t u t i o n s , O n e- 1 in e- s to re s a re r e t a i l i n y - e n t e r p r i s e a , which o f f e r p r o d u c ts of one c e r t a i n branch or one c e r t a i n c a t e ­ gory o f needs, f o r example shoe-shop, e l e c t r i c a l goods-shop, t e x t i l e goods-shop (branch-homogeneous) or s p o r t i n g goods-shop, d r u g - s t o r e (needs-homogeneous). fu r th e r m o r e o n e - H n e - s t o r e s o f f e r t h e i r custom ers a la r g u range of s e r v i c e s , f o r t h e i r most p a r t c o n s u l t a n c e , m a in t a m a n c e and r e p a i r - s e r v i c e s . In o r d e r to e n a b le the s e l l e r s to c o n s u l t t h e i r customers i t i s n e ­ c e s s a r y f o r them to nave s p e c i a l knowledge about o f c h a r a c t e r uf the goods and trie asso rtm en t as w e ll as about needs of the c u s t c n e r s . 3o the s t a f f in on e-1m e - s t o r e s s ta n d s out by t h e i r s p e c i a l q u a l i f i c a t i o n s .

--a g g lo m era tio n s or in c i t i e s . The p r e v a i l i n g kind of s e r v i c e i s a s s i s t a n t s - s e r v i c e . The p r i c e - l e v e l can be c a l l e d r e l a t i v e l y h ig h , the p r i c e - f i x i n g i s c o n v e n t i o n a l - a d a p t i n g . Most of the one-1i n e - s t o r e s a re s m a ll - s iz e d or medium-sized e n t e r p r i s e s . They o f t e n have a b ig quota of ste a d y custom ers. The branch- - s t o r e s which o f f e r a medium-broad and a medium-deep assortment, d i f f e r from the s p e c i a l i t y - s t o r e s , which o f f e r a n arrow er and deeper a s so rtm e n t.

The s e l f - s e r v i c e m ark ets, the sup erm arkets, the s e l f - s e r v l - c e - c e n t e r s and the s e l f - s e r v i c e d e p a rtm e n t- sto re s ’Count among the s e l f - s e r v i c e s t o r e s . They have in common th a t a l l of them s e l l a l l c a t e g o r i e s of goods m a inly in s e l f - s e r v i c e and th a t they have food in t h e i r a s so rtm e n t. They o n ly d i f f e r from t h e i r e x t e n t of s e l l i n g area and t h e i r r a t i o between food-and nonfood- - i t e m s .

S e l f - s e r v i c e markets sup p ly food-item s on a s e l l i n g area t h a t i s l e s s than 400 m2 . They have t h e i r l o c a t i o n s near r e s i ­ d e n t i a l a r e a s . Superm arkets sup p ly food-item s rnd a s m a ll p e r ­ centag e of n on-food-iterns, which does not c o v e r more thfin 1/3 of the s e l l i n g a r e a . T h e ir s e l l i n g a re a c o v e r s between 400 m and 1500 in2 . T h e ir l o c a t i o n s a re e i t h e r in .secondary s i t e s w i t h i n towns and v i l l a g e s or along b oundaries of towns and v i l l a g e s w ith a lw a y s good p a rk in g f a c i l i t i e s .

S e l f - s e r v i c e c e n t e r s and s e l f - s e r v i c e d e p a rtm e n t- sto re s are the b i g - s i z e d forms of the s e l f - s e r v i c e e n t e r p r i s e s . On a s e l ­

l i n g a re a of 1500 m2-4000 m2 s e l f - s e r v i c e c e n t e r s sup p ly food- -ite m5 and nonfood-iterns f o r s h o rt- and medium-term needs. The monfood- 1 terns c o v e r more than the h a l f of the s e l l i n g a r e a . S e l f - s e r v i c e d e p a rtm e n t- s to r e s sup p ly p r e v a i l i n g nonfood-items fo r s h o r t-medi um- and long-term needs on a s e l l i n g are a of more than 4000 m2 . Doth types have t h e i r l o c a t i o n s on town- -boundary s i t e s w it h good p a rk in g f a c i l i t i e s . S e l f - s e r v i c e de- par tm e n t- s to re s a re sometimes a l s o b u i l t on f r e e a re a s between the towns. T h e ir p r i c e - l e v e l i s r e l a t i v e l y low and t h e i r form of p r i c e - f i x i n g can sometimes be c a l l e d a g g re s s lv e - u n d e r c u t- t i n g .

D e p a rtm e n t- s to re s a re b i g - s iz e d r e t a i l i n g e n t e r p r i s e s . Un­ der the motto " e v e r y t h i n g under one r o o f " t h e i r a sso rtm en t i n ­ c lu d e s s e v e r a l b ra n c h e s . A complete d e p a rtm e n t- s to re assortm ent

c o n s i s t s of food - ite m s, t e x t i l e s , c l o t h i n g , household-goods and f u r n is h in g - g o o d s . Depending on the range and depth of the a s ­ sortm ent we d i s t i n g u i s h grand-, normal- and ju n io r- d e p a rtm e n t- - s t o r e s . G rand-departm ent-stores o f f e r a broad and deep assort­ ment, n orm a l- d ep a rtm e n t-sto re s o f f e r a broad and medium-deep and j u n io r - d e p a r t m o n t- s t o r e s a broad and f l a t a s so rtm e n t. The de­ p a rt m e n t - s to re s have t h e i r l o c a t i o n s in f i r s t c l a s a - s i t e s , t h a t means in the c i t i e s or in shopping c e n t e r s . The type of s e r v i n g depends on the departm ent. There i s s e l f - s e r v i c e i n the food- -departm ent, p r e - s e l e c t i o n in the c lo th in g - d e p a r tm e n t and as- s i s t a n t s - s e r v i c e , f o r example, in the photographic-goods-de- p a rtm en t, where customers wish to be c o n s u l t e d . There a re me­ dium to e x t e n s i v e a d d i t i o n a l s e r v i c e s o f f e r e d ran g in g from re- p a ir - w o r k s h o p s , k i n d e rg a rd e n s and r e s t a u r a n t s to m u l t i s t o r e y g a ra g e s . Apart from t h a t o f t e n g o o d s - r e t u r n s , d e l i v e r y and p u r c h a s e - f in a n c in g a re p a r t of the s a l e s p o l i c y . T h is e s p e c ia l­ l y a p p l i e s to the grand- and n o rm a l- d e p a r tm e n t- s to re s . The p r i c e - l e v e l s in grand- and norm a l- d ep a rtm e nt-sto re s range from medium to h ig h , those in the j u n io r - d e p a r t m e n t - s t o r e s a re low. The k in d of p r i c e - f i x i n g can be c a l l e d c o n v e n t i o n a l - a d a p t i n g in a l l o f them.

M a il- o rd e r- h o u s e s a re d i s t a n c e - t r u d i n g i n s t i t u t i o n s , t h a t means t h a t t h e r e i s no p e rs o n a l c o n t a c t between the s e l l e r and the b u ye r. The buyer r e c e i v e s the o f f e r by newspaper-ads or c a ­ t a lo g u e s and sometimes by a r e p r e s e n t a t i v e . The customer orders by l e t t e r or by tele p h o n e . The d e l i v e r y i s done by p u b l i c tran­ s p o r t ( r a i l w a y or p o s t ) , by f o rw a rd in g - a g e n ts or by the own c a r - p o o l .

Depending on t h e i r a ssortm ent we can d i s t i n g u i s h assortment- - m a il- o r d e r houses and s p e c i a l i t y - m a i l - o r d e r houses. Assortment- -m a il- o r d e r houses o f f e r an a s so rtm e n t, which can be compared w it h t h a t one of the d e p a rt m e n t- s t o r e s , s p e c i a l i t y - m a i l - o r d e r houses o f f e r an a s so rtm e n t, which can be compared w i t h t h a t of the o n e - l i n e s t o r e s .

D i s c o u n t e r s a re r e t a i l i n g - e n t e r p r i s e s , which a r e c h a r a c t e ­ r i s e d by t h e i r a g g r e s s i v e - u n d e r c u t t i n g p r i c e - p o l i c y , m a d e pos­ s i b l e by w a iv in g s p e c i a l s e r v ic e s ,. D is c o u n te r s have t h e i r l o c a ­ t i o n s in c o a t - s a v i n g seconoary s i t e s w i t h i n the towns, t h e i r kind o f s e r v i c e i s s e l f - s e r v i c e ’ and they have a r e l a t i v e l y f l a t

as so rtm e n t. A ccording t o the c o n te n ts of t h e i r assortm ent we can d i s t i n g u i s h f o o d - d is c o u n t e r s and n o n f o o d - d is c o u n t e r S . The assortm ent of the f o o d - d is c o u n t e r s i s s i m i l a r to t h a t of the s e l f - s e r v i c e markets or the sup e rm arke ts, but i t i s r e ­ s t r i c t e d to f a s t - s e l l i n g goods. N on foo d -d isco un ters have a branch-homogeneous assortm ent l i k e the o r e - l i n e s t o r e s , but a l s o r e s t r i c t e d to f a s t - s e l l i n g goods.

A f u r t h e r type of i n s t i t u t i o n are the c h a i n s , t h e i r e s s e n ­ t i a l c h a r a c t e r i s t i c i s the c h a i n - p r i n c i p l e . Th is means t h a t some f u n c t i o n s of the p r o d u c tio n p rocess a re f u l f i l l e d in d i f f e r e n t l o c a t i o n s . In most c a s e s such f u n c t i o n s as management, f i n a n ­ c i n g , p r o v i d i n g , s to c k k e e p in g and a s so rtm e n t- fo rm a tio n are cen­ t r a l i z e d a t the h e a d q u a r t e r s . Ihe c h a i n - s t o r e s a re a ssig n e d to the h e a d q u a rte rs and take ove r d e c e n t r a l i z e d f u n c t i o n s , main­ l y s e l l i n g f u n c t i o n s . I f t h i s p r i n c i p l e i s a p p lie d in one e n ­ t e r p r i s e , we c a l l t h a t a c h a i n . Many department- and o n e - lin e - - s t o r e s a re a l s o o rg a n iz e d In t h i s way, but they a re a n a ly s e d s e p e r a t e l y . The a c t u a l c h a i n s a re d i v i d e d up i n t o , food - cha in s and n o n fo o d - c h a in s . The food - cha ln s run s e l f - s e r v i c e m ark ets, sup e rm a rk e ts, s e l f - s e r v i c e and l e s s o f t e n s ' e l f - s e r v l c e d e p a r t ­ m e n t- s to re s. There a r e , however, a l s o food -chaln s which have s p e c i a l i z e d in s p e c i a l food-item s as f o r example c o f f e e , d e l i - catess-goods e t c .

A l l e n t e r p r i s e s , which run s e v e r a l o n e - 1 in e - s to re s or non­ fo o d - d is c o u n t e r s a re counted among the n onfoo d -ch ains.

To c a l l an e n t e r p r i s e a c h a in i t i s o f t e n r e q u ir e d to have a minimum number of c h a i n - s t o r e s , because o n ly in t h a t case the t y p i c a l c h a r a c t e r i s t i c s ( c e n t r a l i z e d s to c k k e e p in g , c e n t r a ­ l i z e d management) w i l l appear. The s t a t i s t i c s p u b lis h e d gene­ r a l l y assume t h a t an e n t e r p r i s e must have a t l e a s t f i v e ch ain- - s t o r e s to be c a l l e d a c h a i n .

F i n a l l y I want to approach the c o o p e r a t i v e - s o c i e t i e s as a typ e of I n s t i t u t i o n . C o o p e r a t i v e - s o c i e t i e s a re s e l f - h e l p i n ­ s t i t u t i o n s of the consumers w ith the aim to a c h i e v e a cost- - s a v in g p r o v i s i o n by means of a j o i n t purchase of goods s a t i s ­ f y i n g every d a y needs. For c o o p e r a t i v e - s o c i e t i e s in t h e i r i n i t i a l assumptions i t was e s s e n t i a l t h a t o n ly members of the s o c i e t y co u ld be t h e i r cu stom ers.

Im p ortan t index f i g u r e s of Types Index f i g u r o 0 n e - lin e - - s t o r e - s e r v i c eS e l f -market S u p e r­ market - s e r v i c e -S e l f -- c e n te r

Number of employees drug-- s t o r e house--holdg. shoes 6 25 12 11 17 48 S e l l i n g - area in m2 d rug­ s t o r e house--holdg. shoes 130 900 270 330 620 2 310 Number of a r t i c l e s 2 m - s e l l i n g - a r e a employee drug-- s t o r e house--holdg. shoes drug-- s t o r e house--holdg. shoes 6 900 8 300 7 4 00 22 36 23 2 300 * 30 5 300 36 food 6 200 nonf. 10 700 tot. 16 900 48 Number of a r t i c l e s 2 m - s e l l i n g - a r e a drug- - s t o r e house- - h o ld g .. shoes 53 9 27 7 9 7 Turnover ( i n M i l . DM) » drug- - s t o r e house- - h o ld g . shoes 0.8 5.6 1.9 3.6 6.0 17.3 Turnover 2 m - s e l l i n g - a r e a ( i n i 000 DM) drug-- s t o r e house--holdg. ?hoes 6.2 6.2 7.0 10.8 9.8 7.5 Turnover e np lo yee ( i n 1 000 0M) d ru g ­ s t o r e house--holdg. shoes 133. 3 224.0 158.3 327.3 352.9 360.4 S t o c k - t u r n o v e r d r u g ­ s t o r e house--holdg. shoes 3.5 3.31 1.8 i 17.2

J

16.9 -T a b l e 2 i n d i v i d u a l r e t a i l i n g e n t e r p r i s e s Sol t- - s e r v i c e d e p a tt- ment- - s t o r e Depart- • ment- - s t o r e Ju n i o r - -depart- ment-- s to re A s s o r t ­ ment mai 1- -order- -house Food--chain Food- -dts-co u n te r 129 411 82 - 15 8 7 530 8 710 2 290 - 450 -food 9 600 n onf. 25 B00 t o t . 35 400 grand- -dep. 220 00U norma1-dep. 100 000 30 0Ú0 60 000 4 300 1 0UU 58 21 28 - 30 -5 17 13 - 9 -41.9 65.5 15. / 1 5.4 3.5 5.6 7.5 6.9 - 12.0 -324 .« 159.4 191 .5 22 4 .Í 260.0 437.5 3.5 5.0 6 . J 19.4

-above, which d e s c r i b e the c h a r a c t e r o f the I n d i v i d u a l r e t a i l i n g e n t e r p r i s e s , you can e l u c i d a t e s t r u c t u r a l d i f f e r e n c e s by means of index f i g u r e s . Table 2 g i v e s a number of im portant index f i ­ gures of I n d i v i d u a l r e t a i l i n g e n t e r p r i s e s I r e f e r to t h i s f i g u r e w it h o u t going i n t o f u r t h e r d e t a i l s , as I t h in k t h a t most of the index f i g u r e s speak f o r th e m s e lv e s . They a re c a l c u l a t e d f o r the y e a r 1982.

2 .2 . Combined Forms of I n d i v i d u a l R e t a i l i n g e n t e r p r i s e s «

Combined forms of i n d i v i d u a l r e t a i l i n g i n s t i t u t i o n s a re l o c a l and o r g a n i z a t i o n a l com b in a tio n s of i n d i v i d u a l r e t a i l i n g i n s t i t u t i o n s , w it h each i n d i v i d u a l i n s t i t u t i o n r e t a i n i n g i t s Ind ep end en ce. Among them a re the jo in t - d e p a r t m e n t - s t o r e s and the s h o p p in g - c e n te r s .

A j o i n t - d e p a r t m e n t - s t o r e i s a l o c a l and o r g a n i z a t i o n a l com­ b i n a t i o n of independent o n e - lin e - and s p e c i a l i t y - s h o p s as w e l l as complementary s e r v i c e - e n t e r p r i s e s o f d i f f e r e n t typ e s and s i ­ z e s . The main c h a r a c t e r i s t i c s o f jo in t - d e p a r t m e n t - s t o r e s a re the f o l l o w i n g :

- c h a r a c t e r of a d e p a r t m e n t - s t o r e ,

- i n d i v i d u a l departments a re run by independent r e t a i l e r s , - between independent r e t a i l e r s t h e r s i s a w orkable combir n a t i o n o f a c t i v i t y ,

- f o r the c l i e n t s they appear to be one o r g a n i z a t i o n a l u n i t . A cco rd in g to the c h a r a c t e r o f a d e p a rt m e n t- s t o r e , the a s ­ sortm ent of the c om b in a tid n i s broad and deep. The a s s o r t ­ ments o f i n d i v i d u a l departments a re c o o r d i n a t e d . In o r d e r to make the c o o p e r a t i v e l y working r e t a i l i n g and s e r v i c e e n t e r p r i ­ ses o u tw a r d ly appear as a u n i t , i t i s n e c e s s a r y to s e t up a c e n t r a l departm ent, which f u l f i l l s j o i n t f u n c t i o n s .

S h o p p in g - c e n te rs a re a g g lo m e ra tio n s of r e t a i l i n g and s e r v i c e e n t e r p r i s e s which were p la n n e d , b u i l t and a d m i n i s t r a t e d as a u n i t . The u n i t a r y p la n n in g and a d m i n i s t r a t i o n d i s t i n g u i s h e s the s h o p p in g - c e n te rs from the r e t a i l i n g a g g lo m e ra tio n s in the c i t i e s . The u n i t a r y p la n n in g r e f e r s to s i t e , s i z e and s t r u c t u r e of the c e n t e r , t h a t i s to say to the typ e and number of e n t e r p r i s e s to be i n t e g r a t e d , as w e l l as to the d i v i s i o n and arrangement of the s e l l i n g are a and o t h e r a r e a s . I t a l s o d e te rm in e s the con­ s t r u c t i o n a l shape.

E x e c u t i v e agents of these u n i t a r y p la n n in g a re e i t h e r l a r g e t r a d i n g e n t e r p r i s e s ( f o r i n s t a n c e d e p a rtm e n t- sto re e n t e r p r i s e s ) , which l a t e r w ish to d o m i c i l i z e in the c e n t e r , or f i n a n c i a l compa­ n i e s , which reg a rd the c e n t e r as being an o b j e c t f o r in v e s tm e n t. O ften the members of the c e n t e r e l e c t a c e n t r a l departm ent, which has the task to r e p r e s e n t the c e n t e r e x t e r n a l l y and to c o o r d i n a t e the a c t i o n s of the p a r t i c i p a t i n g e n t e r p r i s e s . O the rw ise the i n ­ d i v i d u a l r e t a i l i n g and s e r v i c e e n t e r p r i s e s a re r e l a t i v e l y f r e e in t h e i r d e c i s i o n s c o n c e rn in g the e n t e r p r i s e s .

As re g a rd s the form of i n t e g r a t i o n in the a l r e a d y e x i s t i n g s e t t l e m e n t u n i t s , s h o p p in g - c e n te rs c o u ld be d i v i d e d i n t o i n t e g r a ­ ted and n o n - in t e g r a t e d ones. I n t e g r a t e d s h o p p in g - c e n te rs a re b u i l t a t the edge of s e t t l e m e n t u n i t s ( c i t i e s , r e s i d i n g - a r e a a , s a t e l l i - te-towns e t c . ) , n o n - in t e g r a t e d s h o p p in g - c en te rs a re b u i l t between two s e t t le m e n t u n i t s 'i n the green f i e l d ’ . W ith reg a rd to t h e i r size we can d i s t i n g u i s h n eig b o urho od -, community- and r e g i o n a l - c e n t e r s w ith the covered a r e a , the number of shops and the number of a v a i l a b l e p a rk in g f a c i l i t i e s being the q u a n t i t a t i v e c r i t e r i a f o r 2 d e f i n i t i o n . R e g i o n a l - c e n t e r s f o r in s t a n c e have more than 30 000 m of the co v e red a r e a , more than 40 shops and more than 5000 p a r ­ kin g f a c i l i t i e s .

3. Development of the R e t a i l i n g I n s t i t u t i o n s in the FRG

3 .1 . The O^nami n c s o f t he Types of Re t a i l i n g I n s t i t u t i o n s

The s e v e r a l typ e s of r e t a i l i n g i n s t i t u t i o n s d id not a lw a ys have t h a t form d e s c r ib e d above, they a re s u b j e c t to change. New types of e n t e r p r i s e s a r i s e , e x i s t i n g ones change and sometimes d i s a p ­ pear c o m p l e t e l y . The o r i g i n s of th e se changes a re the changes in the e n v iro n m en t, to. which th3 r e t a i l e r s have to r e a c t , i f they want to s u r v i v e in the lo ng -run . We can now t r y to work out r u l e s f o r t h i s d e v e lo p in g p r o c e s s . I t i s in a way s i m i l a r to the l i f e ­ c y c l e model known form p r o d u c ts . Here we can a l s o d e f i n e and d e s ­ c r i b e d i f f e r e n t s t a g e s . In the German l i t e r a t u r e , the d e s c r i p t i o n of the d e v e lo p in g p ro c e s s of typ e s of e n t e r p r i s e s has been d i s c u s ­ sed under the therm 'dynamics of the typ e s of e n t e r p r i s e s ' , e s p e ­ c i a l l y by N i e s c h l a g , but you can f i n d s i m i l a r approaches in the Anglo-Saxon l i t e r a t u r e too.

G e n e r a l l y s p e a k in g , we can d i s t i n g u i s h the f o l l o w i n g s ta g e s of the d e v e lo p in g p rocess of a type of e n t e r p r i s e :

- form ation and r i s e ,

- m a t u r i t y and a s s i m i l a t i o n .

The f i r s t d e v e lo p in g sta g e i s o f t e n c h a r a c t e r i s e d by the f a c t t h a t a new type of e n t e r p r i s e g e ts a cce ss to the. market by means of an a g g r e s s i v e p r i c e - p o l i c y e n a b lin g i t to win i t s market s h a re . T h is low p r i c e - p o l i c y of the newcomer i s made p o s s i b l e by the f o l l o w i n g p o l i c i e s u n l i k e those of the e s t a b l i s h e d c o m p e t ito r s :

- by r e s t r i c t i n g the assortm ent to r a p i d l y s e l l i n g goods, s t o ­ rage c o s t s w i l l be saved , and because of the l a r g e demand r e s u l ­ t i n g ,

- by r e s t r i c t i n g the s e r v i c e s , f i t t i n g out the shops modestly and by u sin g the s t a f f in a r a t i o n a l w a y , space- and s t a f f - c o 3 t s can be 3 a v e d .

The second sta g e of the d e v e lo p in g p ro c e ss I s v e ry o f t e n c h a ­ r a c t e r i s e d by the t r a n s i t i o n from p r i c e - c o m p e t l t l o n to n onp rice - - c o m p e t it io n . Th is phenomenon i s v e ry o f t e n a l s o c a l l e d t r a d i n g u p ' . A d d i t i o n a l p rod u c ts are taken i n t o the assortm ent and a d d i ­ t i o n a l s e r v i c e s a re o f f e r e d , the reason being:

- the attem pt to win o t h e r groups of customers than o n ly the p r i c e - c o n s c i o u s consumers, and bind a l l customers In o r d e r to e n ­ sure and a n l a r g e the e n t e r p r is e * s own market p o s i t i o n ;

- the r e c o g n i t i o n t h a t s t i c k i n g to an a g g r e s s i v e p r i c e - p o l i c y can e a s i l y imply the e n t e r p r i s e s r u i n i f th e re a re c o m p e t ito rs of the same k in d .

The d e v e lo p in g p r o c e s s , which I have o n ly ro ug h ly d e s c r i b e d , can be c a l l e d an observed r u l e . I t a p p l i e s to the d e p a rtm e n t- s to ­ re s and to the o n e - lin e houses, which a t f i r s t competed w it h the e s t a b l i s h e d o n e - l l n e - s t o r e s by means of an a g g r e s s i v e p r i c e - p o l i c y &nd l a t e r on g r a d u a l l y adapted t h e i r p o l i c y to t h a t of the oue- -1i n e - s t o r e s . I t a l s o a p p l i e s to the m a il- o r d e r houses, which e n ­ t e r e d the market as p r i c e - a c t i v e c o m p e t ito rs of the department- - s t o r e s and then e s p e c i a l l y in t h e i r a s s o r t m e n t - p o lic y adapted to them. R e c e n t ly t h i s p ro c e ss cou ld a l s o be observed in s e l f - s e r ­ v i c e s t o r e s , but i n these typ e s the ‘ t r a d i n g u p ’ I s o n ly a t i t s b e g in n in g .

However, th e re a re a l s o examples showing a d i f f e r e n t t re n d so t h a t we cannot c a l l i t a r e g u l a r i t y . B o u tiq u e s as a new type

of o n e l i n e shop did not e n t e r the market a p p ly in g an a g g r e s s i v e p r i c e - p o l i c y , but r i g h t from the b eg in n in g had a c o n s i s t e n t high- - p r i c e - p o l i c y . And d i s c o u n t e r s , e s p e c i a l l y fo o d - d is c o u n t e r s , so f a r show no s ig n s of 't r a d i n g up’

3.2 . The Development of the R e t a i l i n g I n s t i t u t i o n s

3 . 2 . 1 . The Development of the I n d i v i d u a l R e t a i l i n g E n t e r p r i s e s

A f t e r the g e n e ra l remarks about the d e v e lo p in g p ro c e ss of the r e t a i l i n g i n s t i t u t i o n s I now want to say something about the de­ velopment of the i n d i v i d u a l forms. Table 3 shows the importance of the i n d i v i d u a l types of r e t a i l i n g e n t e r p r i s e s . I t shows the d e v e l ­ opment of the market s h a res o f the whole r e t a i l i n g tra d e in the FRG.

O n e - lin e - s t o r e s are a t r a d i t i o n a l form of r e t a i l i n g . They have developed from the g r o c e r i e s , which today can be found o n ly in s e t t l e d r u r a l a r e a s . D e s p ite the i n c r e a s i n g importance of the de- p a rt m e n t - s to re s and more modern types of e n t e r p r i s e s , they s t i l l rep e sen t the l a r g e s t group of r e t a i l i n g e n t e r p r i s e s in number and in t u r n o v e r . T h e ir market share today corresponds to t h a t , which was a c h ie v e d in the .beginning of the 60 s . In between th e re was a p e r i o d , where they had to g i v e up market s h a res e s p e c i a l l y to the d e p a rtm e n t- sto re s and the o n e - l i n e houses. In 1974, they reeched the lo w e s t p o i n t , about 5% below t h e i r t o d a y ' s market s h a r e , which ■has been r e l a t i v e l y c o n s ta n t in the l a s t few y e a r s . P a r a l l e l to t h a t , you can observe a c o n t i n u a l development w i t h i n the group of o n e - l i n e shops: in 1962 o n ly 12,3* of the whole tra d e t u r n o v e r in o n e - l i n e - s t o r e s was reached in c h a i n - s t o r e s , in 1980 t h i s was 26,6%. A p art from t h i s a c l e a r tendency to c h a i n - f o r m a tio n and, thu s, to l a r g e r e n t e r p r i s e s can be o b served , w it h o n e - l i n e s t o r e s t u r n i n g more away from the pure a s s i s t a n t s - s e r v i c e . P r e s e l e c t i o n i s coming up more and more. Fu rth e rm o re , o n e - l i n e - s t o r e s more and more t r y to w it h s ta n d the hard c o m p e t itio n w it h the l a r g a - s i z e d e n t e r p r i s e s by means of more c o o p e r a t io n w it h one a n o th e r.

The f i r s t d e p a rtm e n t- sto re s in Germany were b u i l t a t the b e­ g in n in g of t h i s c e n t u r y . Up to the 2 0 ' s they w itn e s s e d a r a p i d boom. In the 3 0 's , p u b l i c c l a im s f o r p r o t e c t i o n of m id d l e - c l a s s r e t a i l i n g r e s t r i c t e d t h e i r growth. Because of t h e i r l o c a t i o n in c e n t r a l p a r t s of towns the d e p a rtm e n t- s to r e s were h ard er h i t by

T a b l e 3 \ Type Year \ D e p a r t ­ ment s t o r e s and one- -1ine- -houses S e l f - - s e r v i c e - - c e n te r s and s e l f - - s e r v i c e d e p a r t ­ ment s t o r e s S u p e rr markets S e i f- - s e r v i c e - market One- -1ine- - s t o r e S p e c i a l i t y m a i l --order house A ssort- ment- -mail--order house Other types R e t a i l ­ ing a l t o g e ­ t h e r (0M b . ) 1980 7.3 10.6 5.5 12.4 48.7 2.1 3.4 10.0 100.0 (4 1 3 .4 ) 1981 6.8 10.9 6.3 12.5 47.9 2.1 3.4 10.4 100.0 ( 4 2 9 . 1 ) 19B2 6.5 11.3 6.6 12.8 47.2 1.9 3.2 10.6 100.0 ( 4 3 4 .0 ) 1983 6.3 - - 12.4 48.1 1.7 3.1 10.4 100.0 ( 4 4 8 .6 ) 15 6 _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _

the e f f e c t s o f the war than o th e r t y p e s , so t h a t t h e i r r e b u i l ­ d ing a f t e r the war was d i f f i c u l t . However, they s t i l l managed to expand c o n t i n i o u s l y market s h a r e s . In 1974, they reached t h e i r h ig h e s t market sha re o f 10.3%. S in c e then t h e i r market s hare has been perm anently d e c l i n i n g . This tre n d cou ld a l s o be observed be­ tween 1980 and 1983. The p o l i c y of the d e p a rtm e n t- sto re s shows a c l e a r 't r a d i n g up’. Sometimes you can even go as f a r as to c la im t h a t d e p a rtm e n t- sto re s a re a com bination of s e v e r a l one-1ine-sto- re s under one r o o f . Th is e s p e c i a l l y a p p l i e s to the grand- and n orm al-departm ent- s t o r e s .

The exp ansive development of the m a il- o r d e r houses began in 1950. At the moment, t h e re a re about 4000 m a il- o rd e r houses, in the FRG most of them a r e s p e c i a l i t y - m a i l - o r d e r houses. Between 1960 and 1980, t h e i r market sha re remained r e l a t i v e l y c o n s ta n t between 4.5X and 5.5X. They reached t h e i r maximum in 1980 and 1981, s in c e then t h e i r development has been s l i g h t l y d e c l i n i n g . Here we can a l s o observe an i n t e n s i t i v e 't r a d i n g up\ e s p e c i a l l y w it h the a s s o rtm e n t- m a il- o rd e r houses. F u rth e rm o re , some asso rtm e n t- m a il- -ord er houses t r i d d to get hold o f the s t a t i o n a r y b u s in e s s , which however was not v e ry s u c c e s s f u l , as good l o c a t i o n s were a l r e a d y engaged or were too e x p e n s iv e t o _ g e t .

The f i r s t s e l f - s e r v i c e - c e n t e r s and s e l f - s e r v i c e department- - s t o r e s were c o n s t r u c t e d about- 1965. These e n t e r p r i s e s managed to in c r e a s e p erm anently t h e i r market sha re from 0.6% in 1966 to 11.3% in 1982. This was the d is a d v a n ta g e of the o n e - l i n e - s t o r e s and r e ­ c e n t l y e s p e c i a l l y the d is a d v a n ta g e of the t r a d i t i o n a l department- - s t o r e s . One of the main assumptions f o r the g r e a t succe ss of this typ e of e n t e r p r i s e was the f a c t t h a t a l a r g e r p e rc e n ta g e of the p eop le possessed a m o t o r - v e h i c l e . The number o f s e l f - s e r v i c e - c e n t e r s and s e l f - s e r v i c e d e p a rtm e n t- s to re s in 1982 was about 1400. Here a l s o i s a tendency towards e n t e r p r i s e s w it h l a r g e r s e l l i n g - a r e a s . S i n c e 1978 the f o u n d a tio n of new s e l f - s e r v i c e - c e n t e r s and s e lf- s e r- vice-departm entT-stores w it h l a r g e s e l l i n g - a r e a s has become more d i f f i c u l t , because s i n c e then they can o n ly be c o n s t r u c t e d on a re a s e s p e c i a l l y d esigned f o r them. As r e g a r d s t h e i r p o l i c y we can ob serve t h a t t h e i r assortm ent i s o f t e n e n la r g e d by a d d i t i o n a l s e r v i c e s .

' Data about d i s c o u n t e r s a re r a r e l y e x p l i c i t l y s t a t e d in s t a t i s ­ t i c a l p u b l i s h i n g s . I n Tab. 3 the n o n fo o d - d is c o u n te rs a re in c lu d e d

among the the s e l f - s e r v i c e - m a r k e t s and the superm arkets. The mar­ k e t s hare of the fo o d - d is c o u n te r s rose from 0 .9 * in 1972 to 4 . OX in 1982, t h e i r number from about 1000 to 3100 in the same p e rio d of tim e.

The f i r s t c h a i n - s t o r e s were founded at the b eg in n in g of the c e n t u r y . I have a l r e a d y p o in te d out the i n c r e a s i n f l im portance of the nonfoo d -ch ains. They were a b le to e n la r g e t h e i r market share from 4% in 1960 up to 7X in 1982. The number o f . f o o d s h a i n s de­ c r e a s e d from 90 in I960 to 44 in 1902. The average number of chain- s t o r e s per e n t e r p r i s e doubled over t h i s p e rio d of tim e , t h a t i s to say here i s a l s o seen a c l e a r tendency towards l a r g e r e n t e r p r i ­ s e s . In e a r l i e r tim e s , a s s i t a n t s - s e r v i c e s t o r e s dominated, today the foo d - c h a in s alm ost e x c l u s i v e l y run s e l f - s e r v i c e - s t o r e s w ith an i n c r e a s i n g p e rce n ta g e o f sup erm arkets, w it h the average s i z e of the s e l l i n g area of the c h a i n - s t o r e s a l s o r i s i n g in the l a s t few y e a r s .

The c o o p e r a t i v e - s o c i e t i e s , o r i g i n a l l y founded as s e l f - h e l p i n ­ s t i t u t i o n s of the consumers, data back to the e a r l y tim es of c a p i ­ t a l i s m . They w itn e s se d a r a p i d boom a t the b eg in n in g of t h i s c e n ­ t u r y . The economic c r i s i s in the 3 0 ' s h i t the c o o p e r a t i v e - s o c i - e t i e s har*der than o t h e r ones, and in 1935 i t was d ecid e d to s t a r t l i q u i d a t i n g them. A f t e r the war, the r e b u i l d i n g o f the coopera- t i v e - s o c i e t i e s proceeded r e l a t i v e l y f a s t . In 1948, t h e re were ag ain 244 c o o p e r a t i v e - s o c i e t i e s . In the same y e a r a l s o the economlc-head- - q u a r t e r s f o r a l l of them were founded. S in c e 1969 th e se headquar­ t e r s have been known a« Coop AG. B e s id e s a s so rtm e n t- fo rm a tio n and goods p r o v i s i o n f o r the r e g i o n a l s o c i e t i e s they c a r r y t h e i r own p r o d u c tio n of consumer p r o d u c ts . . T h e ir development has been c h a ­ r a c t e r i s e d by f u s io n of l o c a l s o c i e t i e s w it h r e g i o n a l . s o c i e t i e s and the t i g h t e n i n g of the s t o r e - n e t w o r k . I n 1902, t h e r e were on ly 47 r e g i o n a l s o c i e t i e s , most o f them a l r e a d y c o n v e rte d to a share- holder-company or a lim ite d - c o m p a n y , and 3360 s t o r e s of a l l types of s e l f - s c r v t c e - s t o r e s . In 1982, the whole Coop-combtnatton achie­ ved a t u r n o v e r , which r e p r e s e n t e d a market share o f 3.5% of the whole r e t a i l i n g t u r n o v e r in the FRG. Today the whole Coop-combina- t i o n does not d i f f e r from a c o u n try- w id e fo o d - c h a in , n e i t h e r in i t s s t r u c t u r e nor in i t s aims.

3 . 2 . 2 . The Development of the Combined Forms of I n d i v i d u a l R e t a i l i n g E n t e r p r i s e s

The idea of s e t t i n g up j o i n t d e p a rtm e n t- sto re s was born in Swe­ den. In Germany t h i s typ e of e n t e r p r i s e had d i f i c g l t i e s in f i n ­ ding a c c e p ta n c e . A p p a r e n t ly the m i d d le - c la s s r e t a i l e r s p r e f e r r e d o t h e r forms of c o o p e r a t i o n . The f i r s t j o i n t d e p a rtm e n t- sto re s were founded in 1970 * T h e ir founders were m a il- o rd e r- h o u s e s , which want ed to e n t e r i n t o s t a t i o n a r y b u s in e s s . Today in Germany t h e r e a re 10 r e a l j o i n t d e p a rtm e n t- s to r e s . U n f o r t u n a t e l y t h e r e a re no data o b t a i n a b l e about t h e i r market s h a r e .

The f i r s t s h o p p in g - c e n te rs were opened in 1964. At the moment t h e r e a re about 700 s h o p p in g - c e n te r s , 72 of these being r e g i o n a l - - c e n t e r s . The f i r s t s h o p p in g - c en te rs were r e a l g i a n t s , w it h a c o v ­ ered s e l l i n g area of up to .70 000 m2 and up to 80 r e t a i 1ing-shops S i n c e then the a verag e s i z e of the c e n t e r s has been d e c r e a s i n g , t h a t i s to say o n ly s m a l l e r c e n t e r s were opened. The reasons fo r t h i s being the d i f f i c u l t i e s w ith f i n d i n g a p p r o p r i a t e l o c a t i o n s fo r such l a r g e r e t a i l i n g - a g g l o m e r a t i o n s w it h a l a r g e enough fe e d in g a r e a , and the l e g a l r e g u l a t i o n s , which do not a llo w the c o n s t r u c ­ t i o n of such l a r g e b u i l d i n g s on o th e r than those a r e a s , which are e s p e c i a l l y designed f o r them.

Th is i s a rough su rv ey of the a c t u a l s ta g e of development of the types of r e t a i l i n g ~ i n s t i t u t i o n s . The f u r t h e r development r e ­ mains to be seen. The e x i s t i n g typ e s w i l l c o n t in u e to be s u b j e c t to change and some of them w i l l d is a p p e a r c o m p le t e ly . But we can a l s o reckon w it h the r i s e of new types of r e t a i l i n g - i n s t i t u t i o n s , e s p e c i a l l y iri c o n n e c tio n w it h the development of new media and new communication t e c h n i q u e s .

Je n s Neugebauer

ROZWÓJ INSTYTUCJI HANDLU DETALICZNEGO W REPUBLICE FEDERALNEJ NIEMIEC

Handel d e t a l i c z n y w RFN c h a r a k t e r y z u j e znaczne z r ó ż n ic o w a n ie . Przeprowadzono t y p o l o g i ę tych i n s t y t u c j i , u w z g lę d n ia ją c k i l k a j e j k r y t e r i ó w m. i n . : świadczone u s ł u g i , o r g a n i z a c j ę , s t r u k t u r ę na­ kładów i z a tru d n io n y c h czynników p r o d u k c j i oraz p ow iązania z o t o ­ czeniem. Omówiono rozwój i s t r a t e g i ę handlu in d yw id ua ln eg o z a ­

równo, sklepów branżowych, ja k i s p e c j a l i s t y c z n y c h , różne ro d z a je sklepów samoobsługowych, domy towarowe i handlowe, domy wysyłkowe, handel dyskontowy, łańcuchowy i s p ó ł d z i e l c z o ś ć . N a s tę p n ie p rze d ­ staw io no różne formy i n t e g r a c j i z n a jd u ją c e wyraz w ro z w ią z a n ia c h p rz e s t r z e n n y c h . Wskazano na k i e r u n k i rozwoju różnych form i n s t y ­ t u c j o n a l n y c h , a także i c h zn aczen ie w o g ó ln e j sp rz ed a ż y. W re sz c ie przed staw ion o w s k a ź n ik i c h a r a k t e r y z u j ą c e porównawczo e fektyw ność czynników p r o d u k c ji z a tru d n io n y c h w różnych typach handlu d e ta lic z ­ nego w l a t a c h 1980-1983.