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International strategy’s effects on retailers’ local implementation and performance

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  • Swoboda, Bernhard
  • Morbe, Lukas
  • Hirschmann, Johannes

Abstract

Retailers dynamically expand abroad and strategically seek local performance because their business is local. However, knowledge of the contribution of retail firms’ international strategies to subsidiaries’ local performance is limited. Based on the prominent I/R strategy framework, the authors conceptualize integration/responsiveness as the transfer/local generation of firm-specific advantages and analyze (direct and indirect) paths of varying degrees of I/R via local implementation decisions to performance. Because retailers’ firm-specific advantages have a limited geographic reach, different successful paths are expected in close and distant countries. Empirically, a survey based on face-to-face-interviews with 126 retail CEOs and expansion managers, partial least squares structural equation modelling and bootstrapping-based mediation analyses were conducted. The results reveal only indirect paths of international strategy to local performance through local standardization/centralization. Unique insights into the paths of firmś strategy to subsidiary performance emerge, such as important tradeoffs between superior paths in close countries.

Suggested Citation

  • Swoboda, Bernhard & Morbe, Lukas & Hirschmann, Johannes, 2018. "International strategy’s effects on retailers’ local implementation and performance," International Business Review, Elsevier, vol. 27(3), pages 642-653.
    • Handle: RePEc:eee:iburev:v:27:y:2018:i:3:p:642-653
    DOI: 10.1016/j.ibusrev.2017.11.001
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    3. Bernhard Swoboda & Carolina Sinning, 2022. "Effects of Internationalization Rhythm and Speed on E-Commerce Firms’ Growth and the Role of Institutional Distances," Management International Review, Springer, vol. 62(2), pages 169-201, April.

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