The Current Research Issues of Retail Internationalization

Abstract

Retail internationalization has always attracted interest from both academics and practitioners. Although many retailers have developed international markets successfully by adopting an agile global supply chain, offline and online channels, and various store formats, some cases indicate that barriers and difficulties which retailers face when entering the foreign markets still exist. Thus, the very simple question of how to succeed in implementing retail internationalization calls for more research which investigates this question regarding different cultural contexts and industries from various perspectives. This paper is concerned with retail internationalization and the current issues affecting it. In this paper, we adopt an organizing framework to deepen the understanding of the retail internationalization process, summarize the new issues at the firm and store-level, and intend to provide a theoretical framework for further research.

Customer value, purchase intentions and willingness to pay: the moderating effects of cultural/economic distance

“…Entry strategy has received attention from a number of scholars (e.g. Goldman, 2001;Miao, 2019). Two strategies can be applied in retail/service internationalization: as is (standardization) or adaptation strategies (Goldman, 2001).…”