Scandinavian Working Papers in Business Administration

Working Paper Series,
Lund University, Institute of Economic Research

No 2004/3: A market and network based model for retailers’ foreign entry strategies

Ulf Elg (), Pervez Ghauri () and Rudolf R. Sinkovics ()
Additional contact information
Ulf Elg: Department of Business Administration, School of Economics and Management, Lund University, Postal: Department of Business Administration, School of Economics and Management, Lund University, Box 7080, SE-220 07 Lund, Sweden
Pervez Ghauri: Manchester School of Management, Postal: Manchester School of Management, UMIST, United Kingdom,
Rudolf R. Sinkovics: Manchester School of Management, Postal: Manchester School of Management, UMIST, United Kingdom,

Abstract: Foreign entry in retailing involves a large number of challenges. Many have to do with building network relationships to actors on different societal levels – involving governments and international bodies as well as business partners. Another critical part is to understand the host market well enough to adapt the retail proposition in a sufficient way. This paper especially considers a retailer’s networking and market orientation activities. Networking is discussed on several levels – including international activities and specific business alliances. We also argue that market orientation has to be studied especially for each host market and not only on a corporate level.

Keywords: retailing; foreign market entry; market orientation; interfirm networks; matching

16 pages, February 26, 2004

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