Abstract
ABSTRACT This study analyzes the utilization and effectiveness of two international retail expansion strategies: (a) expanding only into proximate regions close to the home markets and (b) expanding globally into diverse markets, irrespective of their distance from the home market (both proximate and distant). Using data from the 2007 Deloitte survey of 250 large-scale global retailers, the research shows that international retailers use both strategies about equally. The study shows that the “global strategy” is more effective in terms of sales volume generation than the proximate-regions-only strategy. However, this advantage holds only for generalist retailers, not for specialist international retailers.
Published Version
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