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The Impact of Market Orientation on the Internationalization of Retailing Firms: Tesco in Eastern Europe

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This paper investigates a Western retailer's market orientation levels in two emerging markets. We examine whether the market orientation-company performance link holds true for retailers in emerging economies, despite environmental differences. By using concepts from key studies we have assimilated a fully representative model - applied through interviews with top management from Tesco and its subsidiaries and affiliates in Hungary and Slovenia. Using this example, we find that the market orientation-business performance link is valid for Western retailers in emerging economies. Here, the retailer applied market orientation predominately through; the use of matching with suppliers of own brand goods; top management emphasis on market orientation and risk taking. Intelligence generation and dissemination was exercised via global processes such as brand review.

Keywords: Market orientation; Tesco; emerging markets; international retailing; matching

Document Type: Research Article

DOI: http://dx.doi.org/10.1080/0959396042000299120

Publication date: January 1, 2005

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