Marquette University e-Publications@Marquette Finance Faculty Research and Publications Finance, Department of 1-1-1994 The volutE ion of Shopping Center Research: A Review and Analysis Mark Eppli Marquette University,
[email protected] John D. Benjamin The American University Published version. Journal of Real Estate Research, Vol. 9, No. 1 (Winter 1994): 5-32. Publisher Link. © 1994 American Real Estate Society. Used with permission. Mark J. Eppli was affiliated with The George Washington University at the time of publication. THE JOURNAL OF REAL ESTATE RESEARCH The Evolution of Shopping Mark J. Eppli* Center Research: John D. Benjamin** A Review and Analysis Abstract. Retail research has evolved over the past sixty years. Christaller's early work on central place theory, with its simplistic combination of range and threshold has been advanced to include complex consumer shopping patterns and retailer behavior in agglomerated retail centers. Hotelling's seminal research on competition in a spatial duopoly has been realized in the form of comparison shopping in regional shopping centers. The research that has followed Christaller and HotelIing has been as wide as it has been deep, including literature in geography, economics, finance, marketing, and real estate. In combination, the many extensions of central place theory and retail agglomeration economics have clearly enhanced the understanding of both retailer and consumer behavior. In addition to these two broad areas of shopping center research, two more narrowly focused areas of research have emerged. The most recent focus in the literature has been on the positive effects large anchor tenants have on smaller non-anchor tenant sales.