Retailing and consumer services at a tipping point: New conceptual frameworks and theoretical models

This article gives an overview of recent developments in the retailing and consumer services taking into account that those services are at a tipping point in this era of globalization, technology and competition. We develop a four dimensional matrix based on Problems, Challenges, Threats and Opportunities (PCTO) from the retailers' point of view. Finally, we call for future research in this area using unexplored theories such as Prospect theory, Masstige theory, Dynamic capability theory, Diffusion of innovation theory.