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2018 | Buch

International Retailers’ Performance in Host Countries

The Roles of Strategies, Consumer Perceptions and the Local Environment

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Lukas Morbe sheds light on important antecedents of international retailers‘ local performance including international strategies and their local implementation, local consumers‘ perceptions as well as the wider country- and format-specific environment. This topic is of exceptional relevance due to the specific challenges that retail companies face with their increasing internationalization. Retailers transfer their formats across the globe while their business is local in nature and requires attention to the performance in each individual host country. The results of the presented analyses aim to inform retail managers’ decisions in international expansion and operation, but also allow for theoretical implications for future research in the fields of retail management and international business.

About the Author

Dr. Lukas Morbe worked as research assistant at the Chair for Marketing and Retailing at Trier University, where he received his doctoral degree.

Inhaltsverzeichnis

Frontmatter
Introduction
Abstract
The exchange of goods between countries and regions has started early in the history of mankind. Important phases in the development of international trade in a wider sense were for example already antique advanced civilizations, including Egyptians, Romans or Greeks who already involved in sea trade (e.g., Warnking 2015, pp. 11-12). Further peaks arised in the middle ages with formation of the Hanse in Europe or in the colonial time with Dutch and English trading houses (e.g., Braudel 1986, pp. 65-80).
Lukas Morbe
Study 1: International Strategy’s Effects on Retailers’ Local Implementation and Performance
Abstract
Balancing international strategy and local performance is important for retailers who have aggressively expanded abroad, first into close countries and then distant ones. However, retailers—in contrast to exporting manufactures, for example—do not easily internationalize as they transfer an entire format abroad (e.g., discount formats with characteristic offering parts like low prices and know-how parts like efficient concepts and practices, see Goldman 2001).
Lukas Morbe
Study 2: An Inter- and Intra-format Perspective on Transfer and Perception of Retail Formats
Abstract
Retailers have dynamically expanded abroad by transferring their formats into developed and then into emerging markets. In local competition in the largest retail sector, grocery retailers aim to bind local consumers by positioning their format as strong retail brands (Euromonitor 2016). Consumers’ assessment of a retailer as strong, attractive, and unique brand, which is defined as consumer-based RBE, is known to affect consumer loyalty and retailer performance (Hartman and Spiro 2005; Keller 1993).
Lukas Morbe
Study 3: Country Environment, Retailers’ Resources and Local Performance: A Cross-classified Multi-level Approach
Abstract
Grocery retailing has the largest sales volumes in the retail industry (e.g., approximately 770 bn. US$ in the USA, 680 in China, 300 in Japan, or 280 in Germany), and firms such as Wal-Mart, Schwarz, and Carrefour are among the biggest retailers in the world. They have dynamically internationalized by transferring store formats abroad (e.g., hypermarkets, supermarkets, discount, or neighborhood stores, Huang and Sternquist 2007; Swoboda and Elsner 2013).
Lukas Morbe
Final Remarks
Abstract
The internationalization of retailers is still an ongoing and dynamic phenomenon. Albeit it includes the internationalization of sourcing as well as the internationalization of store operations, the thesis at hand focused on the latter only. Furthermore, the emphasis in this doctoral thesis was on the specific challenges of the internationalization of brick and mortar retail operations, which still account for a much higher sales than retailers’ online channels.
Lukas Morbe
Backmatter
Metadaten
Titel
International Retailers’ Performance in Host Countries
verfasst von
Lukas Morbe
Copyright-Jahr
2018
Electronic ISBN
978-3-658-22069-3
Print ISBN
978-3-658-22068-6
DOI
https://doi.org/10.1007/978-3-658-22069-3