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.
Inhaltsverzeichnis (Table of Contents)
- 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
Zielsetzung und Themenschwerpunkte (Objectives and Key Themes)
This research project aims to analyze international business strategies in the retail industry. The focus is on identifying the key factors that influence strategic orientation and performance potential in international retail markets. The research project will also investigate the effectiveness of different market entry modes in relation to firm performance.
- International business strategies in the retail industry
- Influencing factors on strategic orientation
- Performance potential in international retail markets
- Market entry modes and firm performance
- Format transfer and success implications
Zusammenfassung der Kapitel (Chapter Summaries)
Chapter 1 introduces the research project and outlines its objectives. It also defines the methodology and research concept used in the study.
Chapter 2 provides terminological fundamentals by defining key concepts such as international business strategy, international retailer, non-food retailer, and food-/near-food retailer.
Chapter 3 explores international business and marketing strategy. It examines different international management orientations, the Integration-Responsiveness Framework, and various market entry modes. The chapter also discusses the marketing concept and performance measurement.
Chapter 4 focuses on the international retail industry, analyzing its characteristics, international business approach, and market entry mode investigation.
Schlüsselwörter (Keywords)
The main keywords and focus topics of this research project include international business strategy, retail industry, strategic orientation, performance potential, market entry modes, and format transfer.
- Citation du texte
- Katja Steinhauser (Auteur), 2017, Analysis of International Business Strategies in the Retail Industry, Munich, GRIN Verlag, https://www.grin.com/document/383231
