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The Great A&P and the Struggle for Small Business in America
Book

The Great A&P and the Struggle for Small Business in America

Hill and Wang, 2011 more...

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Editorial Rating

8

Qualities

  • Comprehensive
  • Innovative
  • Background

Recommendation

Economist and historian Marc Levinson documents how New York’s Hartford family turned a mid-19th century tea shop into the $1 billion Great Atlantic & Pacific Tea Company (A&P), changed US retailing, invented chain marketing and – then – ultimately let A&P wither and die. Levinson’s well-researched, detailed account explores how the Hartfords’ innovative marketing strategies sparked a national revolt against chain stores. getAbstract suggests his opus to students of economics and marketing, especially those young enough to have never shopped in an A&P.

Take-Aways

  • The Great Atlantic & Pacific Tea Company began as a New York tea shop around 1860.
  • Founder George Gilman secretly partnered with George H. Hartford, who brought in his two sons, George L. and John Hartford. They ran A&P for decades.
  • Their core philosophy of low prices and high volume attracted customers “in droves.”

About the Author

Marc Levinson, former finance and economics editor of The Economist, wrote The Box: How the Shipping Container Made the World Smaller and the World Economy Bigger.


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