This article examines the extent to which there is a global pro‐trade consumer segment that cuts across levels of economic development. This study, involving two different methodological techniques, identifies and profiles the pro‐trade consumer segments in four countries representing two...

This research examines the application of positioning strategies of retail service firms in Texas. Four in-depth qualitative case studies and covert observation methods provide candid subterranean insight into retail positioning in a dynamic marketplace. “Branding”, “service”, “value...