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    Automobiles, the Mass Market, and the Retail Revolution

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    Author
    Neumann, Todd
    Issue Date
    2006
    Keywords
    Economics
    Advisor
    Fishback, Price V
    Committee Chair
    Fishback, Price V
    
    Metadata
    Show full item record
    Publisher
    The University of Arizona.
    Rights
    Copyright © is held by the author. Digital access to this material is made possible by the University Libraries, University of Arizona. Further transmission, reproduction or presentation (such as public display or performance) of protected items is prohibited except with permission of the author.
    Abstract
    Retailing is the third largest segment of the American economy. It is unique among many sectors of the economy because virtually every American is a daily customer. Despite this important role, few economists have studied the fascinating changes that have occurred in this industry. This dissertation explores what, when, and why changes occurred in the industry during the 20th Century. The period between 1900--1930 is identified as a key point when two new demand-side consumer technologies, the automobile and radio, fueled the beginnings of a retail revolution. The most important of these innovations was the automobile. Unlike typical supply-side technological innovations that are implemented by the firm, the car was a technology that the consumer was left to adopt. Yet, by lowering local travel costs, it changed access to stores in a variety of ways and like supply side innovations the car profoundly affected the way stores produced the retail service.In the process the size of retail stores increased dramatically. The reduction in the number of stores and the increase in population meant stores were not locating as close to the average consumer as in the past. Stores began to offer a selection of products unheard of at the turn of the century. Not only did they offer more brands of each product, but they also broadened the selection of different products. Corporate-owned chain stores started to supplant the independent retailer. Finally, retail workers became more specialized, and a smaller share of the workforce directly interacted with the customer.This dissertation characterizes these changes and quantifies the impact that new consumer technologies had on the size, number, and labor intensity of retail stores.
    Type
    text
    Electronic Dissertation
    Degree Name
    PhD
    Degree Level
    doctoral
    Degree Program
    Economics
    Graduate College
    Degree Grantor
    University of Arizona
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