Get 20M+ Full-Text Papers For Less Than $1.50/day. Start a 14-Day Trial for You or Your Team.

Learn More →

The role of store image in retail internationalisation

The role of store image in retail internationalisation Argues that for many retailers, competitive advantage in the home market has been based upon the development of strong store and corporate images as retailers strive to develop themselves as brands in their own right. The construction of store image, comprising both tangible and intangible dimensions, compounds problems of moving into international markets – as consumers in the host environment are less familiar with the intangible dimensions of image, which have been built up over time with exposure to the retail company. Retail companies therefore need to fully understand the importance of image in competitive positioning and the components of store image before attempting to replicate this image and positioning overseas. Explores these issues with reference to Marks & Spencer and the company’s entry into the Spanish market. A survey of customer perceptions of a range of store image attributes in the UK and Spain, reveals differences and similarities in perceptions, which must be managed if a standardised position is to be sought in the host market. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png International Marketing Review Emerald Publishing

The role of store image in retail internationalisation

International Marketing Review , Volume 17 (4/5): 21 – Aug 1, 2000

Loading next page...
 
/lp/emerald-publishing/the-role-of-store-image-in-retail-internationalisation-QO2ApA7PNi
Publisher
Emerald Publishing
Copyright
Copyright © 2000 MCB UP Ltd. All rights reserved.
ISSN
0265-1335
DOI
10.1108/02651330010339941
Publisher site
See Article on Publisher Site

Abstract

Argues that for many retailers, competitive advantage in the home market has been based upon the development of strong store and corporate images as retailers strive to develop themselves as brands in their own right. The construction of store image, comprising both tangible and intangible dimensions, compounds problems of moving into international markets – as consumers in the host environment are less familiar with the intangible dimensions of image, which have been built up over time with exposure to the retail company. Retail companies therefore need to fully understand the importance of image in competitive positioning and the components of store image before attempting to replicate this image and positioning overseas. Explores these issues with reference to Marks & Spencer and the company’s entry into the Spanish market. A survey of customer perceptions of a range of store image attributes in the UK and Spain, reveals differences and similarities in perceptions, which must be managed if a standardised position is to be sought in the host market.

Journal

International Marketing ReviewEmerald Publishing

Published: Aug 1, 2000

Keywords: Retailing; International marketing; Globalization; Stores; Image

References