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Chapter 9:
Knežević, B., Delić, M., & Knego, N. (2014). The Retail Internationalization in Visegrad Countries and Croatia In: Knezevic, B. & Wach, K. (eds), International Business from the Central European Perspective. Zagreb: University of Zagreb Publishing Service.
Full text: pdf
Abstract:
Objective: Retail internationalization is the one of
the most intensive trends in Central Eastern European (CEE) and South
Eastern European (SEE) countries. There are push and pull factors
influencing the strategic definition on internationalization. Both,
Visegrad countries and Croatia are considered as receptive markets for
large global retailers. Retail internationalization at Visegrad markets
started at early nineties and in Croatia it started with a delay of
couple of years and by now reached a high level showed in a respectable
number of foreign retailers at the market.
Research Design & Methods: In this paper, firstly, the
process of retail internationalization and its influence factors will be
explained. Then the level of internationalization in Croatia will be
compared with situation in Visegrad countries. As a basis of analysis,
secondary data will be used in order to assess the level of retail
internationalization. Throughout the trend analysis of retail
internationalization in Visegrad countries and Croatia we expect to show
that the retail internationalization pace, to some extent, differs from
country to country and that there are more and more companies that are
entering all given markets.
Findings: Comparative analysis will give valuable data
on retail internationalization situation at given markets. Also, the
paper will give explanation of retail internationalization trend in last
decade in Visegrad countries and Croatia.
Contribution & Added Value: Even though, the retail
internationalization is a topic researched in a lot of papers and
explained in literature, there is a scarcity of papers dealing with this
topic at CEE and SEE countries in scientific manner. Therefore, this
paper will fill the gap by systematic analysis of the retail
internationalization level and its trends at given markets.
Kewords:
international business, retail internationalization, retail concentration, Croatia, Visegrad
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Czech Republic
Hungary
Poland
Slovakia
Contact:
Dr hab. Krzysztof Wach
Cracow University of Economics
wachk@uek.krakow.pl
www.wach.uek.krakow.pl
