| 書目名稱 | Retail Internationalization | | 副標(biāo)題 | Analysis of Market E | | 編輯 | Stefan Elsner | | 視頻video | http://file.papertrans.cn/829/828934/828934.mp4 | | 概述 | Publication in the field of economic sciences ?.Includes supplementary material: | | 叢書名稱 | Handel und Internationales Marketing Retailing and International Marketing | | 圖書封面 |  | | 描述 | The doctoral thesis investigates various strategies in the area of going and being international of retail firms which is of undisputable relevance due to the fairly narrow research status and the increasing internationalization of retail activities. Issues are investigated concerning the choice of retail market entry modes, i.e., the form ofinstitutional arrangements that retailers use when entering foreign markets, the retail format transfer, i.e., the management of internal processes and the external marketing program elements and the coordination of retail activities, i.e., the implementation ofthe marketing program by the organizational structure. Regarding this, three important research questions are addressed:1) How do choose retailers their market entry mode in the area of conflict between full and shared-controlled modes and how is this decision influenced by the internal and external environment? 2) How can international retailers transfer their retail format successfully to foreign countries by standardizing or adapting the internal and external elements of their retail format? 3) How can retailers successfully coordinate the implementation of their retail marketing prog | | 出版日期 | Book 2014 | | 版次 | 1 | | doi | https://doi.org/10.1007/978-3-658-01096-6 | | isbn_softcover | 978-3-658-01095-9 | | isbn_ebook | 978-3-658-01096-6Series ISSN 2626-3327 Series E-ISSN 2626-3335 | | issn_series | 2626-3327 | | copyright | Springer Fachmedien Wiesbaden 2014 |
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