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首页> 外文期刊>Journal of retailing and consumer services >Retailers' expansion mode choice in foreign markets: Antecedents for expansion mode choice in the light of internationalization theories
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Retailers' expansion mode choice in foreign markets: Antecedents for expansion mode choice in the light of internationalization theories

机译：零售商在国外市场的扩张模式选择：根据国际化理论进行扩张模式选择的前提

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摘要

Whenever a retail company expands its store network in a foreign market, decisions have to be made about how this can be achieved. Existing studies of retail internationalization have usually analyzed the "entry mode" choice as an end in itself, and not as the start of a firm's international development. In addition, there is much debate in the academic literature about the antecedents for retail foreign operation mode choice and the relevance of generic internationalization theories to international retailing. Therefore, the objectives of this research are (1) to investigate the paths of entry and subsequent expansion modes pursued by retailers in international markets and (2) to develop and test a model of expansion mode antecedents in the light of generic business internationalization theories. This is achieved on the basis of data collected from 43 French fashion retailers and a PLS-SEM approach. Results show that (1) retailers clearly differentiate between entry and expansion modes; (2) the international marketing plan, the perceived attractiveness of the foreign market, and strategic and ownership conditions are the key antecedents for the choice of an expansion mode. After comparing the results with the explanations proposed by the generic internationalization theories, a multi-theoretical framework is proposed which draws from the Uppsala internationalization process model, network theory and the born-global theory. The findings provide a wealth of information for retailers' use in choosing appropriate foreign operation modes.
机译：每当零售公司在国外市场扩展其商店网络时，就必须决定如何实现这一目标。现有的零售国际化研究通常将“进入模式”选择分析为目的，而不是作为公司国际发展的起点。此外，在学术文献中，关于零售国外运营模式选择的先例以及通用国际化理论与国际零售的相关性也有很多争论。因此，本研究的目的是（1）研究零售商在国际市场上的进入路径和随后的扩张模式；（2）根据通用商业国际化理论开发和检验扩张模式的先例模型。这是根据从43家法国时装零售商处收集的数据和PLS-SEM方法得出的。结果表明：（1）零售商清楚地区分了进入和扩展模式； （2）国际营销计划，国外市场的吸引力，战略和所有权条件是选择扩张模式的关键先决条件。在将结果与通用国际化理论提出的解释进行比较之后，提出了一个多理论框架，该框架借鉴了乌普萨拉国际化过程模型，网络理论和全球出生理论。这些发现为零售商选择合适的国外经营模式提供了丰富的信息。

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