Wheel of retailing refers to a COMPANY entering the market with low prices and affordable services in order to CHALLENGE competitors. The wheel of retailing is a theory to explain the institutional changes that take PLACE when innovators, including LARGE business houses, enter the retail arena. The wheel of retailing is a hypothesis that describes how retailers approach to capture market share and create brand VALUE. It explains how retailers usually begin at the bottom of the wheel with low priority.

Wheel of retailing refers to a company entering the market with low prices and affordable services in order to challenge competitors. The wheel of retailing is a theory to explain the institutional changes that take place when innovators, including large business houses, enter the retail arena. The wheel of retailing is a hypothesis that describes how retailers approach to capture market share and create brand value. It explains how retailers usually begin at the bottom of the wheel with low priority.