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Cadbury and the rise of the supermarket: innovation in marketing 1953-1975

Bailey, Adrian R. and Alexander, Andrew (2019) Cadbury and the rise of the supermarket: innovation in marketing 1953-1975 Business History, 61 (4). pp. 659-680.

Bailey and Alexander Cadbury and the rise of the supermarket Business History forthcoming SRI271017.pdf - Accepted version Manuscript

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This article uses company archival data, supported by evidence from the trade press, to examine the development of the manufacturer–retailer relationship in the case of Cadbury and the supermarket retailers distributing its products in the period 1953–1975. It reveals the influence upon Cadbury’s marketing strategies and practices of the increasing importance of supermarket retailing in relation to the confectionery as well as the grocery goods trades. It also provides new insight into the significance of these changes for Cadbury’s relationships with other manufacturers, and with small-scale retailers typified by confectioners, tobacconists and newsagents.

Item Type: Article
Divisions : Faculty of Arts and Social Sciences > Surrey Business School
Authors :
Bailey, Adrian R.
Date : 2019
DOI : 10.1080/00076791.2017.1400012
Copyright Disclaimer : This is an Accepted Manuscript of an article published by Taylor & Francis in Business History on 22 November 2017, available online:
Uncontrolled Keywords : Cadbury; Marketing; Resale Price Maintenance; Retail; Supermarket
Depositing User : Jane Hindle
Date Deposited : 30 Oct 2017 14:13
Last Modified : 10 Jun 2019 12:12

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