Retailer internationalisation RI is lacking in detailed empiricalresearch. What is available ignores the critical factors important tothe success of retailers operating internationally. Consequently, thisexploratory study attempts to unearth various factors, labelledDifferential Firm Advantages DFA, vital to the smooth performance andcompetitive differentiation of international retail operations. Thenature and attributes of DFAs, with specific reference to retailing, arereviewed and subsequent survey results reveal certain DFAs can beregarded as prerequisites for retailers operating in internationalmarkets. The underlying structure of differential advantages is alsoexamined, giving the study a further unique dimension. Performance ininternational markets appears to depend upon the balanced integration ofvarious compatible DFAs. Indeed past experiences show certain UKbasedinternational retailers have had problems in achieving this equilibrium.
International Journal of Retail & Distribution Management – Emerald Publishing
Published: Apr 1, 1991
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