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Mail-Order Retailing in Pre-War Japan: A Pathway of Consumption Before the Emergence of the Mass Market

In: The Historical Consumer

Author

Listed:
  • Isamu Mitsuzono

Abstract

As is generally known, by the end of the nineteenth century the remarkable development of mail-order retailing in the United States had given birth to two retailing giants, Sears, Roebuck & Co. and Montgomery Ward. Given the lack of highly developed distribution systems in the United States at the time, they supplied a large quantity of standardised goods at low prices to rural people, for the most part meeting the demand for basic everyday goods in the expanding frontier market. In Chandler’s historical study of big business, these two companies represented typical mass distribution corporations in the United States (Chandler, 1977). That is, they provided one of the main pathways of consumption over the course of the expansion of the mass market.

Suggested Citation

  • Isamu Mitsuzono, 2012. "Mail-Order Retailing in Pre-War Japan: A Pathway of Consumption Before the Emergence of the Mass Market," Palgrave Macmillan Books, in: Penelope Francks & Janet Hunter (ed.), The Historical Consumer, chapter 11, pages 259-283, Palgrave Macmillan.
    • Handle: RePEc:pal:palchp:978-0-230-36734-0_11
    DOI: 10.1057/9780230367340_11
    as

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