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Conception and test of a comprehensive model of international strategy for retail companies

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This article proposes a model of international strategy of retail companies. It has been developed and tested by studying the international activities, both successful and unsuccessful, of 37 international companies for more than a decade. It defines the most important components of a successful strategy and, for each component, it evaluates the importance of this variable in connection with the others. The model proposed is able not only to explain the internationalization process of many important companies during the 1990s and at the beginning of the 2000s, but also puts forward to the managerial sector the strategic variables for both the companies that have already started an internationalization process and those that wish to begin it.

Keywords: International retailing; process; strategy

Document Type: Research Article


Affiliations: Professeur AssociƩ de Marketing, Groupe ESC Rouen, Mont Saint Aignan, Cedex, France

Publication date: September 1, 2006

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