Iinternational Retailing

High school
Coursework
Business
Pages 38 (9538 words)
Download 0
As businesses expand into the international markets, it is imperative to better understand why a business, successful in one country, fails in its foreign markets. One major reason is that firms fail to understand and account for national cultural differences…

Introduction


Academic works on national cultural effects on marketing efforts lead to a split in the theory. (Levitt, 1983; Walters, 1986; Wind 1986; and Ghoshal, 1987) On one side, Levitt (1983), Ohmae (1989), Jain (1989), Yip (1989), and Samiee & Roth (1992) argued for the globalization strategy that predicted consumer tastes would converge and marketing efforts should be directed toward standardization of products and marketing strategies. On the other side, Quelch and Hoff (1986), Douglas and Wind (1987), and de Mooij & Hofstede (2002) contend that standardized global markets are a myth and that each nation requires firms to adapt and customize their products and marketing strategies. Both theories have strong arguments and empirical evidence to support their claims. Proceeding from the premise that retail marketing strategies are a key component to revenue generation for the retailer, this study, especially when it comes to retailing, subscribes to the theory that national culture should have an affect on the marketing strategy of the firm. These strategies can mean the success or failure of the company. To market effectively to the consumer, the marketer must understand what motivates the consumer to purchase at their store and not their competitors.
Numerous authors have studied various market theories and models with res ...
Download paper
Not exactly what you need?

Related papers

Retailing
Dynamic economic conditions have compelled the leading retailers to re-evaluate the strategies related to the marketing channels. The varied altering trends in grocery retailing have created various opportunities for the suppliers and the manufacturers. With reference to the competitive market scenario, the retailers have enforced certain strategies and advanced plans as regards to the…
Australian Retailing Industry
Particularly in Australia, retail businesses are soaring high and are indeed making a great mark in the country's industrial statistical reports. To support the claims mentioned above, a study on the Australian retailing industry shall be studied in this paper.…
Iinternational Retailing
Academic works on national cultural effects on marketing efforts lead to a split in the theory. (Levitt, 1983; Walters, 1986; Wind 1986; and Ghoshal, 1987) On one side, Levitt (1983), Ohmae (1989), Jain (1989), Yip (1989), and Samiee & Roth (1992) argued for the globalization strategy that predicted consumer tastes would converge and marketing efforts should be directed toward standardization of…
Retailing Industry
The aim of the paper is to present findings of previous researchers in a structured form, which will to draw further conclusion or will make it able to predict a general trend. New outcomes of the paper come from the analysis of those findings and result in the connection between the emergence of born global companies and the extensive use of IT strategies by small companies. Additionally the…
Retailing
A significant segment of this retailing upheaval has taken place in the area of logistics where British retailers had taken over the supply chain, thereby, lessening the lead times from the manufacturing plant to the store. The grocery segment, particularly, possesses a stream-lined logistical system with investment into multiple distribution hubs and transport in order to provide with an…
Internet Retailing
In particular, its ability to provide information, facilitate two-way communication with customers, collect market research data, promote goods and services and ultimately to support the online ordering of merchandise, provides an extremely rich and flexible new retail channel (Doherty and Ellis-Chadwick, 2003). Indeed, online shopping is now estimated to be the fastest growing area of internet…
Issues in Retailing
Apart from the above issues there are ethical issues specific to particular retailers that also have a major role to play in the development of the respective businesses. This paper makes a report on the ethical issues being faced by Tesco, a major retailer in the UK.…