Performance implications of store format diversification for international retailers

IF 0.7

Journal of Marketing Channels Pub Date : 2018-07-03 DOI:10.1080/1046669X.2019.1647911

B. Dimitrova, Brent Smith, Saejoon Kim

引用次数: 3

Abstract

Abstract International retailers face formidable tasks in trying to replicate, or improve upon, their home country success abroad. Their market-seeking efforts sometimes require strategic diversifications of their store format portfolios capable of serving customers in different host countries. In this study, we examine whether the degree of store format diversification helps improve the performance of international retailers. We also assess the possible moderating effects of three factors—internationalization speed, political distance, and cultural distance—on this relationship. Utilizing 2001–2015 panel data for 19 retailers originating from several home countries and operating in multiple host countries, we employ a fixed effects model to examine the hypothesized relationships. Our results show that the performance of international retailers is influenced negatively by store format diversification. This relationship is moderated by internationalization speed and political distance, but not by cultural distance.

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商店业态多样化对国际零售商业绩的影响

摘要国际零售商面临着艰巨的任务，试图在国外复制或改进他们在国内的成功。他们寻求市场的努力有时需要对能够为不同东道国客户提供服务的商店形式组合进行战略多样化。在这项研究中，我们检验了商店形式多样化的程度是否有助于提高国际零售商的业绩。我们还评估了三个因素——国际化速度、政治距离和文化距离——对这种关系的可能调节作用。利用2001-2005年来自几个母国并在多个东道国经营的19家零售商的面板数据，我们采用固定效应模型来检验假设的关系。我们的研究结果表明，国际零售商的业绩受到商店形式多样化的负面影响。这种关系受国际化速度和政治距离的调节，但不受文化距离的调节。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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来源期刊

Journal of Marketing Channels BUSINESS-

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期刊介绍： The Journal of Marketing Channels is the first and only professional marketing journal to focus exclusively on distribution systems, strategy, and management. The journal recognizes the growing importance of distribution as a key strategic variable in marketing management. Indeed, if one looks realistically at the major strategy variables of the marketing mix—product, price, promotion, and distribution—the greatest potential for achieving a competitive advantage now lies in distribution. The reason? Rapid technology transfer has made product advantages increasingly difficult to maintain. International operations seeking lower costs have made price advantages much harder to sustain because everybody seems to be “playing the same game.” Even promotion, which relies so heavily on mass media advertising, has become a battle of who can spend the most money. But distribution still offers a new frontier for competing successfully especially if the emphasis is placed on the design and management of superior marketing channel systems to provide excellent customer service. A competitive advantage gained through better distribution is not easily copied by the competition and hence becomes a long-term sustainable competitive advantage. Yet designing optimal marketing channel systems, formulating innovative distribution strategies, and managing marketing channel systems effectively is no simple task. In fact, professional marketing expertise of a very high order is required to meet these challenges, especially given the growing competitive role and rapid pace of web-based marketing. The Journal of Marketing Channels helps provide the knowledge and tools needed to develop superior distribution systems, strategies, and management. Leading authorities from around the world present the most up-to-date and in-depth thought, analysis, and research on these topics in this refereed international quarterly journal.

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