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1、AlanG.HallsworthRethinkingRetailTheory:CircuitsofPowerasanIntegrativeParadigmRetailershavegainedsubstantialmarketadvantagefromtheuseoflocationalmodeling.Thispapersuggeststhatthewidercontexttotheirtradingshouldalsobeborneinmind.Amixofcorporateandregulatoryinjlue
2、ncessituatesretailersinasystemwheretheconceptofpowercanbeveyjluid.ThispapersuggeststhattheworkofStuartCleggmayhelpunravelsomeofthecomplex-itiesanditutilizescasestudiestoillustrateparticularstrategicpowerplaysinretailing.1.INTRODUCTIONIntherecentpast,retailersha
3、vegainedmassivebenefitfromtheadoptionofmorescientificandrationalapproachestosuchissuesasstorelocationandcustomerprofiling.Geographershavemadesubstantialinputstothisprocessthroughtheirinvolvementwithappliedgravitymodeling(PennyandBroom1986)andthroughuseofgeodemo
4、graphics(Brown1989).InboththeUnitedStatesandBritain,retailers,databaseconsultancies,andothershavebecomeimportantemployersofgeographersandtheirskills.Overthatsameperiod,however,therehasbeenstrongevidencethatmarketingproficiencyaloneisnotsufficienttoensurecommerc
5、ialsurvival.Indeed,successmaymakeacorpo-rationripefortakeoverbyarival:seeHallsworth(1992a)forthecasestudyofShoppersParadisewhichnolongerexistsdespitebeingthefirstBritishfoodretailchaintofullyadoptbar-codescanning.Inthispaperitissuggestedthatgeographersshouldpay
6、attentiontothewidereconomicenvironmentwithinwhichretailersoperatewhenseekingtoanalyzeenduringcommercialsuccess.Thisisnottoimplythatretailmodelershaveignored“softer”indicatorsastheearlyworkofCadwallader(1975,1981)demonstrates.However,theapproachinthispaperisnott
7、oseektoincorporatenewvariableswithinexistingmodelssuchasthoseforsiteselection(Arentze,Borgers,andTimmermans1996)buttoseektoanalyzethecontextofthoseactivities,hereretailing,thatusesuchmodeling.Aconcernforbothcontingencyandcontextisbynomeansnew(Halls-worth1992a;J
8、onesandHanham1995;Kodras,Jones,andFalconer1994)andthereisburgeoninginterestincontextandtheexpansionmethod.However,theargumentinthispaperisthatmuchwidercontextualscalescanals
