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The role of the institutional environment in the strategic choices of international retailers in an emerging market: Evidence from China

Author

Listed:
  • Daniele Pederzoli

    (Pôle Customer, Retail and Supply Chain - Rouen Business School - Rouen Business School, Pôle Markets, Brands & Experiences - Rouen Business School - Rouen Business School)

  • Lanlan Cao

    (Pôle Customer, Retail and Supply Chain - Rouen Business School - Rouen Business School)

Abstract

This paper addresses the issue of international retailers' strategic responses to institutional environment in emerging markets. Using in-depth interviews with top managers from a grounded theory perspective, the present research highlights the strategic specificities for international retailers in an emerging market, especially in China. The international retailers' strategic choices are often identified as pragmatism, dynamism, public policy-orientation and seeking leader position in the market. Moreover, when international retailers can commit to cultivating local markets and creating shared added value, they are better able to respond proactively to an institutional environment that is still in a phase of transition.

Suggested Citation

  • Daniele Pederzoli & Lanlan Cao, 2012. "The role of the institutional environment in the strategic choices of international retailers in an emerging market: Evidence from China," Post-Print hal-00916526, HAL.
    • Handle: RePEc:hal:journl:hal-00916526
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