The focus of the present study is to analyze which specific strategic preferences retailers pursue in the scope of their internationalization process. Furthermore, it is examined which strategies are most suitable to achieve foreign success. This occurs in regard of the food-/ near-food and the non-food retail branch. In the concrete context this research considers the basic strategic orientation of internationally active retail firms. In addition, the relation to the successful implementation of the market entry, as well as the market operation with regard to the marketing concept is investigated.
Table of Contents
Table of Contents
List of Diagrams
List of Abbreviations
1. Introduction
1.1 Statement of the Problem and Ambition
1.2 Methodology and Research Concept
2. Terminological Fundamentals
2.1 International Business Strategy
2.2 International Retailer
2.3 Non-Food Retailer
2.4 Food-/Near-Food Retailer
3. International Business and Marketing Strategy
3.1 International Management Orientation
3.2 Integration-Responsiveness Framework
3.2.1 International Strategy
3.2.2 Multinational Strategy
3.2.3 Transnational Strategy
3.2.4 Global Strategy
3.3 Market Entry Modes
3.3.1 Export
3.3.2 Franchising
3.3.3 Joint Venture
3.3.4 Wholly-Owned Subsidiary
3.4 Marketing Concept
3.5 Performance Measurement
4. International Retail Industry
4.1 Characteristics of Retail Internationalization
4.2 International Business Approach
4.2.1 Influencing Factors on Strategic Orientation
4.2.2 Branch Specific Strategy Preferences
4.2.3 Strategic Orientation and Performance Potential
4.3 Market Entry Mode Investigation
4.3.1 Predominant Entry Modes
4.3.2 Market Entry Mode and Firm Performance
4.4 Format Transfer and Success Implications
5. Conclusion
5.1 Key Research Findings
5.2 Implications and Recommendations
5.3 Research Limitations
5.4 Directions for Future Research
Bibliography
Keyword Index
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