An Empirical Study on the Impact of Cyclical and Non-Cyclical Theories on Retailers Productivity, Profitability and Competitiveness

The retail industry is growing faster and because of the absence of a basic understanding of the concept, retailers just randomly open shops only based on area and consumer trends (Abikzar, 2017). However, these cyclic and non-cyclic theories of retailing will act as a base to create effective strategies and retail operations to sustain in the market for the long- -term (Avenal & Caprice, 2005). This study explores the concept of cyclic and non-cyclic theories of retailing about productivity, profitability and competitiveness (Buttle, 2007). It analyses the questions regarding whether the theories are practically possible to implement in the present period or not (Higon, 2010). This study is exploratory and focused on qualitatively exploring more factors of the theories. The secondary data is collected from journals, research papers and articles (Burns, 2022). Pricing strategies differ and effect the lifecycle of the retailer (Lazear, 1984). New trends are effective on the lifecycle of the retailer and their sustainable competitive advantage while the conflict creates new opportunities and unique ideas (Moore, 2022). The dynamic environment can bring loss or profit, and proper tools and strategies are to be used.