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首页> 外文期刊>Baltic Journal of Management >Retail value chains: extension and development into transition economies: Stockmann in Estonia and Latvia
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Retail value chains: extension and development into transition economies: Stockmann in Estonia and Latvia

机译：零售价值链：向转型经济体的扩展和发展：爱沙尼亚和拉脱维亚的斯托克曼

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Purpose – In the area of international retail expansion the most challenging issues that firms struggle with are: which countries to expand to; which order to do it; and what are the retail drivers that can be readily exported to the new market versus which have to be market specific? The purpose of this paper is to look at one specific retailer and review how they have addressed these questions. Design/methodology/approach – The approach used is based around a case study of the expansion of the Stockmann department store into Estonia and Latvia. Using the findings of empirical research, qualitative and quantitative, the research shows how Stockmann has both built upon and exported its original home strengths while also focusing on which drivers had to be tailored to the local marketplace. Findings – The case study found that there are some differences between the performances of Stockmann across the two Baltic countries, but the level of performance is quite high in most areas of retail operations. This supports the position that a multinational can successfully expand in diverse markets. In other words, although there are minor issues, on balance the regional versus country specific issues have been substantially resolved. Even national issues like skilled labour shortages and developing good practices for handling returns have been resolved at a medium level. Areas for improvement were in pricing and handling merchandise returns. Research limitations/implications – The findings are limited to one case study, of one retailer, and the fact that the study was over a defined period. This is a general limitation of case studies, but the use of multiple research methods, and methodologies helped to strengthen the research findings and interpretations. Practical implications – This study has presented the retail value chain as a model consisting of three main drivers: service; retail operations and country of origin aspects. The three constructs were found to be valid representations, enabling an assessment of a retailer's performance in multiple countries. The lessons drawn indicate that a business model used in the home country can be a powerful integrating and controlling tool for managing the multinational expansion, but that there is also a need to include consumer perceptions and evaluations of retailer performance. These operational measures continue to represent one of the best sources of data in understanding a retailer's performance, in both developed and converging countries such as Estonia and Latvia. Originality/value – This paper presents a useful case study of a retailer that has expanded from its home base into a number of countries, all of which fall into the category of transition economies, and adds to the literature covering expansion into transition economies, which is a little known field in terms of the expansion of one's value chain or value proposition
机译：目的–在国际零售扩张领域，企业所面临的最具挑战性的问题是：扩张至哪些国家；这样做的顺序；哪些零售驱动程序可以轻松出口到新市场，而哪些必须针对特定市场？本文的目的是研究一个特定的零售商，并回顾他们如何解决这些问题。设计/方法/方法–所使用的方法基于对Stockmann百货商店向爱沙尼亚和拉脱维亚扩展的案例研究。利用定性和定量的经验研究结果，研究表明斯托克曼如何在原有的住房优势基础上加以发展和利用，同时还着眼于必须针对当地市场量身定制的驾驶员。研究结果–案例研究发现，在两个波罗的海国家，Stockmann的绩效之间存在一些差异，但在大多数零售业务领域，绩效水平都很高。这支持了跨国公司可以成功地在多元化市场中扩张的立场。换句话说，尽管存在一些小问题，但总的来说，区域性问题和国家特定性问题已得到实质性解决。即使是中等水平，也解决了国家技能问题，例如技术工人短缺和开发处理回报的良好做法。需要改进的地方是定价和处理商品退货。研究的局限性/意义–研究结果仅限于一个案例研究，一个零售商的研究，以及该研究是在特定时期内进行的。这是案例研究的一般局限性，但是使用多种研究方法和方法论有助于加强研究结果和解释。实际意义–这项研究将零售价值链作为一个模型，由三个主要驱动因素组成：服务；零售业务和原产国方面。发现这三个结构是有效的表示形式，可以评估零售商在多个国家/地区的表现。汲取的教训表明，在母国使用的商业模式可以成为管理跨国公司扩张的强大整合和控制工具，但是还需要包括消费者的看法和对零售商绩效的评估。在爱沙尼亚和拉脱维亚等发达和融合国家，这些运营措施仍然是理解零售商绩效的最佳数据来源之一。原创性/价值–本文提供了一个有用的案例研究，该零售商已从其总部扩展到多个国家，所有国家都属于转型经济体，并增加了有关向转型经济体扩张的文献。就一个人的价值链或价值主张的扩展而言，这是一个鲜为人知的领域

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