A systems approach to measuring retail structure in Germany and the Netherlands

Abstract

Institutional studies of retailing have primarily focused on the number and types of retailers to describe retail structure. This study provides an alternative approach to measuring retail structure based on general systems theory. The focus is on the examination of the work performed by retailers. Input‐output tables transformed into trade‐flow tables allow for such a functional approach to the measurement of retail activities in Germany and the Netherlands. This methodology allows for the examination of linkages of the retail sector with other parts of a national economy and provides an important tool for comparative marketing studies. The findings for Germany and the Netherlands are consistent with the marketing channels literature.