ABSTRACT
Michael Marks, the founder of Marks and Spencer, emigrated from Russia in the 1880's with no capital and established himself at Leeds, England, where he peddled a few articles in baskets for a precarious living. From the beginning in 1926 to Britain's entry into World War II in 1939, thirteen years during which policies that were to become the firm's hallmark were established; a phenomenal growth occurred in number of stores, size of staff, accumulation of capital, and payment of dividends; and the reputation of the firm was built up. Of the many distinctive aspects of Marks and Spencer policy, the starting point seems to be consumer orientation. At one of the earliest annual meetings of the corporation it was stated that "a consumer attitude of mind" on the part of both retailer and manufacturer is the key to economic growth.
