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'Fair play for the small man': Perspectives on the contribution of the independent shopkeeper 1930-c.1945

Author

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  • Andrew Alexander
  • Simon Phillips

Abstract

Detailed accounts of the social role of the independent shopkeeper rarely go beyond 1914. This article identifies a perception that his value in providing both a personal and community service endured beyond this date. Consultation of a variety of documentary sources from the 1930s and 1940s demonstrates that the independent shopkeeper remained an integral part of retailing and society in Britain in this period. More widely, the article contextualizes the continued support for the small shopkeeper in relation to theories of retail institutional change derived from the marketing literature. Acknowledging an open-systems perspective, it assesses the influence of the social and political environment in explaining the persistence of small shopkeeper support.

Suggested Citation

  • Andrew Alexander & Simon Phillips, 2006. "'Fair play for the small man': Perspectives on the contribution of the independent shopkeeper 1930-c.1945," Business History, Taylor & Francis Journals, vol. 48(1), pages 69-89.
    • Handle: RePEc:taf:bushst:v:48:y:2006:i:1:p:69-89
    DOI: 10.1080/00076790500204743
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