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Mammoth market: the transformation of food retailing in Canada, 1946‐1965

Mammoth market: the transformation of food retailing in Canada, 1946‐1965 Purpose – The purpose of this paper is to appraise the spread of supermarkets in Canada during the mid‐twentieth century. It examines how corporate chains altered the organization of distribution, reconfigured shopping experiences, and promised gains realized through greater business volume. Design/methodology/approach – The paper utilizes a mix of primary and secondary sources to compare how companies responded to opportunities for mass marketing that emerged in the post‐war era. The perspective is grounded in the theory of managerial capitalism, which was originally elaborated by Alfred D. Chandler. Findings – The paper highlights how mass food retailing in Canada shared some attributes normally associated with the rise of managerial capitalism, but it also reviews the variations and highlights the difficulties faced by firms despite their jump to giant size. In particular, it stresses how the leading companies did not build secure positions. Research limitations/implications – Corporate archives in Canadian retailing either did not survive or remain inaccessible. The essay therefore draws upon a mix of sources including company publications and government investigations. The paper highlights the inability of companies to realize permanent gains commonly associated with large firm size or mass retailing. It stresses that there was no one “model” of corporate development. Originality/value – This paper illustrates the complexities associated with developing strategic leadership in retailing and therefore should be valuable to educators and practitioners. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Journal of Historical Research in Marketing Emerald Publishing

Mammoth market: the transformation of food retailing in Canada, 1946‐1965

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Publisher
Emerald Publishing
Copyright
Copyright © 2011 Emerald Group Publishing Limited. All rights reserved.
ISSN
1755-750X
DOI
10.1108/17557501111157742
Publisher site
See Article on Publisher Site

Abstract

Purpose – The purpose of this paper is to appraise the spread of supermarkets in Canada during the mid‐twentieth century. It examines how corporate chains altered the organization of distribution, reconfigured shopping experiences, and promised gains realized through greater business volume. Design/methodology/approach – The paper utilizes a mix of primary and secondary sources to compare how companies responded to opportunities for mass marketing that emerged in the post‐war era. The perspective is grounded in the theory of managerial capitalism, which was originally elaborated by Alfred D. Chandler. Findings – The paper highlights how mass food retailing in Canada shared some attributes normally associated with the rise of managerial capitalism, but it also reviews the variations and highlights the difficulties faced by firms despite their jump to giant size. In particular, it stresses how the leading companies did not build secure positions. Research limitations/implications – Corporate archives in Canadian retailing either did not survive or remain inaccessible. The essay therefore draws upon a mix of sources including company publications and government investigations. The paper highlights the inability of companies to realize permanent gains commonly associated with large firm size or mass retailing. It stresses that there was no one “model” of corporate development. Originality/value – This paper illustrates the complexities associated with developing strategic leadership in retailing and therefore should be valuable to educators and practitioners.

Journal

Journal of Historical Research in Marketing – Emerald Publishing

Published: Aug 9, 2011

Keywords: Canada; Managerial capitalism; Retailing; Supermarkets; Consumption; Consumerism

References

  • The supermarket: early development of an institutional innovation
    Appel, D.
  • A more definite system: the emergence of retail food chains in Canada, 1919‐1945
    Boothman, B.E.C.
  • Trading stamps
    Campbell, R.M.
  • Proceedings of the Royal Commission on Price Spreads
    Canada
  • Census of Canada
    Canada
  • Report Transmitting a Study of Certain Discriminatory Pricing Practices in the Grocery Trade made by the Director of Investigation and Research
    Canada
  • Report of the Royal Commission on Price Spreads on Food Products
    Canada
  • Census of Canada
    Canada
  • Proceedings of the Special Joint Committee of the Senate and the House of Commons on Consumer Credit
    Canada
  • Report of the Royal Commission on Consumer Problems and Inflation
    Canada