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Towards a conceptual model of country market selection: Selection processes of retailers and C&C wholesalers

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International market selection is discussed in general, particularly in respect of decisions on evaluation stages, selection criteria and evaluation methods. The present analysis focuses on the configuration of country selection models, which has received little attention in international retailing research. In order to illustrate the special features of market selection in retailing, we have used an innovative approach. Following a review of general theoretical perspectives, a case study of the Metro Group addresses the process used, inter-country selection and country-specific selection, and also shows the role of corporate principles and firms' situational factors. Based on existing literature and the case study information, we propose a strategic approach in modelling country selection processes. Three steps in the construction of a selection model are discussed and related to corporate principles and situational factors of a retail firm. The analysis is a further step towards understanding the processes of retailing internationalization.

Keywords: Metro Group; Retailing internationalization; country selection processes; foreign country choice; international market segmentation

Document Type: Research Article


Affiliations: Institute of Marketing and Retailing, University of Trier, Germany

Publication date: July 1, 2007

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