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The Emerging Retail Market in Myanmar - An Institutional Perspective of Foreign Retailers’ Market Entry Decisions

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  • Sina Hardaker

Abstract

In contrast to most of its Southeast Asian neighbors, Myanmar still lacks a vibrant retail landscape. Yet, given the political and economic opening-up of the country and the abolition of many sanctions since 2013, commercial interest in Myanmar is growing rapidly. While political and economic reforms sweep across the country, retailers are now eyeing-up the formerly reclusive nation for opportunities. Still, the question remains as to how optimistic the outlook of the Myanmar retailing industry really is? This paper explores and analyses the developments of Myanmar’s retail sector to date. Within the decision making process, companies operate within an external and an internal environment that consist of political, cognitive and sociological elements. A company’s behavior and decision making processes are affected by both environments. This study applies institutional theory as a complementary framework in order to evaluate international retailers’ foreign market entry choices with special regard to Myanmar and evaluates the main factors influencing decisions for, or against market entry. It concludes by proposing institutional theory as complementary to, and not substitutive of, existing theories such as Dunning's eclectic theory or transaction cost analysis.

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  • Sina Hardaker, 2018. "The Emerging Retail Market in Myanmar - An Institutional Perspective of Foreign Retailers’ Market Entry Decisions," International Business Research, Canadian Center of Science and Education, vol. 11(1), pages 19-33, January.
    • Handle: RePEc:ibn:ibrjnl:v:11:y:2018:i:1:p:19-33
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    Cited by:

    1. Sina Hardaker, 2020. "Embedded Enclaves? Initial Implications of Development of Special Economic Zones in Myanmar," The European Journal of Development Research, Palgrave Macmillan;European Association of Development Research and Training Institutes (EADI), vol. 32(2), pages 404-430, April.

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    More about this item

    Keywords

    Myanmar; retail; economic development; institutional theory; market entry decision; Southeast Asia;
    All these keywords.

    JEL classification:

    • R00 - Urban, Rural, Regional, Real Estate, and Transportation Economics - - General - - - General
    • Z0 - Other Special Topics - - General

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