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Retailer Internationalization: An Empirical Inquiry

European Journal of Marketing

ISSN: 0309-0566

Article publication date: 1 August 1992

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Abstract

Attempts to break new ground by examining the motivations, obstacles, various organizational and decision‐maker traits associated with internationalization, and factors aiding retailers′ performance in overseas markets by interview survey in 42 companies. Investigates possible inter‐relationships between the factors promoting retailer internationalization. Results show the structure of the proposed determinants is more complex than that suggested in previous studies. The findings represent an initial starting‐point for theorizing and suggest many areas for future research.

Keywords

Citation

Williams, D.E. (1992), "Retailer Internationalization: An Empirical Inquiry", European Journal of Marketing, Vol. 26 No. 8/9, pp. 8-24. https://doi.org/10.1108/EUM0000000000641

Publisher

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MCB UP Ltd

Copyright © 1992, MCB UP Limited

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