Does the degree of retailer international involvement affect retailer performance?

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This study investigates the impact of the degree of retailer international involvement (DRII), which we define as the number of geographic regions in which a retailer operates, on retailer performance. The data cover 16 international retailers over the period 1996–2012. The findings of the study show that DRII is negatively related to retailer performance. We also find that the cultural distance between the home and host country moderates the relationship between DRII and retailer performance.

Keywords: cultural distance; cultural distance paradox; degree of retailer international involvement; geographic distance; retail internationalization; retailer performance

Document Type: Research Article


Affiliations: Marketing Department, LeBow College of Business, Drexel University, 3141 Chestnut Street, Philadelphia, PA, 19104-2875, USA

Publication date: May 27, 2014

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