Retail internationalization: A review and directions for future research

IF 0.7

Journal of Marketing Channels Pub Date : 2018-04-03 DOI:10.1080/1046669X.2019.1646183

B. Dimitrova, B. Rosenbloom, Trina Larsen Andras, Saejoon Kim

引用次数: 10

Abstract

Abstract The purpose of this article is to provide a review of scholarly articles that have examined retail internationalization issues. We identify three core areas within RI research: (1) RI drivers and impediments, (2) RI strategy, and (3) RI performance. We also discuss four RI strategy issues that have been examined: (1) RI speed, (2) Foreign market selection, (3) Foreign entry mode, and (4) Strategy employed. Based on the review, we point to multiple areas where RI research is lacking and can contribute to the advancement of the field as well as offer insightful implications for international retail managers.

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零售国际化：回顾与未来研究方向

摘要本文的目的是对研究零售国际化问题的学术文章进行综述。我们确定了RI研究的三个核心领域：（1）RI驱动因素和障碍，（2）RI策略，以及（3）RI表现。我们还讨论了已经研究的四个RI战略问题：（1）RI速度，（2）国外市场选择，（3）国外进入模式，以及（4）采用的战略。根据这篇综述，我们指出了RI研究缺乏的多个领域，这些领域可以有助于该领域的发展，并为国际零售经理提供深刻的启示。

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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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.