Retail Internationalization

Analysis of Market Entry Modes, Format Transfer and Coordination of Retail Activities
2014
ISBN: 978-3-658-01095-9
Verlag: Springer

Buch, Englisch, 199 Seiten, Format (B × H): 148 mm x 210 mm, Gewicht: 2952 g

Reihe: Handel und Internationales Marketing Retailing and International Marketing

Retail internationalization is gaining importance in retail practice, but the research status is still fairly narrow. Stefan Elsner aims to close this gap by investigating three important challenges within the retail internationalization process: the appropriate choice of market entry modes, the successful retail format transfer and the successful organizational structure abroad. Based on substantial macro-economic data and comprehensive interviews with retail firms operating internationally, the results emphasize the necessity of an established frame that provides the general direction, but leaves enough room for adaptations. Based on this finding, important implications can be drawn for research and practice.

Zielgruppe

Research

Autoren/Hrsg.

Elsner, Stefan

Fachgebiete

• Wirtschaftswissenschaften Betriebswirtschaft Management Internationales Management
• Wirtschaftswissenschaften Betriebswirtschaft Bereichsspezifisches Management Marketing
• Wirtschaftswissenschaften Wirtschaftssektoren & Branchen Einzel- und Großhandel

Inhaltsverzeichnis

Internationalization.- Retailing.- Entry mode choice.- Format transfer.- Standardization and adaptation.- Organizational Structure.

Über Autor(innen)

Dr. Stefan Elsner worked as a research and teaching associate at the Chair of Marketing and Retailing at the University of Trier.