A multi-perspective analysis of food retail internationalization – insights from foreign retailers on the development of the Hungarian and Eastern European markets
Internationalization is one of the dominant trends in retailing today. When going abroad retailers often export their business models and require their suppliers to adjust to them. Therefore, retail internationalization has a strong impact on the food supply chain. In this context our article aims to analyse the characteristics, enablers, direction and process of retail internationalization as well as the market behaviour of food international retailers. To meet our aim we reviewed the relevant literature and conducted interviews with managers of international retailers and retail experts in Hungary. Our results show that international retailers should possess specific advantages to compete in new markets. Furthermore, the country selection and the extent of adjustment are dependent on the strategy of the retailer.
Volume (Year): 8 (2013)
Issue (Month): 4 (Winter)
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