Guest Editorial Preface. Special Issue on Retailer-Consumer Relationships

The consumer-retailer relationship is based on an economic transition, but it is also a social interaction. The norms of economic and social behavior permeate, inform and, in some cases constrain the retail-consumer interactions. This depends on culture, but culture is a complex, multi-dimensional concept that derives from a range of personal and group values and attitudes. As a consequence of cultural change, consumers change and their behavior alters over time, and the shopping behavior is changing as well. Companies, both at the production and the distribution level, react and adapt to these changes. However, their responsive nature has not to be over-emphasized. Whilst companies operate mainly within cultural norms and thus reflect these, they can also shape the cultural norms in many ways. In recent years the retail sector played a relevant role in this direction. This means that retail operations and environments are no more neutral entities, but rather can condition and structure consumer moods and behaviors and in some cases can over the long term influence cultural norms