| Summary: | <p>Artiklen undersøger, hvordan udbredelsen af selvbetjeningsbutikker i Danmark var en del af Marshall-planens målsætning. Ved at fokusere på en af de rejser om selvbetjening, der blev arrangeret i Marshall-regi, kan det vises, hvordan oprettelsen af selvbetjeningsbutikker både var i overensstemmelse med amerikanske og danske ønsker. I den danske detailhandel var især kooperationen interesseret i de nye principper, men der fandtes også skeptiske stemmer, der advarede mod de amerikanske ideer.</p><p><strong><em>Abstract</em></strong></p><p><em>The article explores how the dissemination of self-service shops in Denmark was an integral part of the Marshall Plan. Focusing on one of those journeys under the auspices of the Marshall Plan to study such self-service shops in the USA, the article shows how the creation of self-service shops was in accordance with American as well as Danish aspirations. In the Danish retailing business, particularly the cooperative movement was interested in the new principles, even if sceptical voices cautioned against these American ideas. Outside these circles, the Danish unions and employers’ organizations supported the intentions to modernize what they considered an expensive link in the retail trade. The gain in productivity pursued by the industry was considered to depend not only on increasing consumption, but also on standardized goods and </em>mass <em>consumption.</em></p>
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