Market Entry and Economic Adaptation: Spiegel's First Decade in Mail Order

Orange A. Smalley

Business History Review, 1961, vol. 35, issue 3, 372-401

Abstract: The Spiegel venture into mail-order installment credit marketing is examined here in detail to illustrate application of the tools of economic analysis to a specific historical situation. Whether through chance or intuition, the innovator in this example, though lacking virtually all the pertinent data, made precisely the adaptation that hindsight analysis discloses to have been most likely to succeed.

Date: 1961
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