du.sePublications
Change search
CiteExportLink to record
Permanent link

Direct link
Cite
Citation style
  • apa
  • harvard1
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • Other style
More styles
Language
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Other locale
More languages
Output format
  • html
  • text
  • asciidoc
  • rtf
The international marketing strategy of grocery retailers – the strategy of adaptation and standardization
Dalarna University, School of Technology and Business Studies, Business Administration and Management.
Dalarna University, School of Technology and Business Studies, Business Administration and Management.
2015 (English)Independent thesis Advanced level (degree of Master (One Year)), 10 credits / 15 HE creditsStudent thesis
Abstract [en]

Research question – The research question, that this study attempts to answer, is, what and why grocery retailers, which specifically work with the strategy of standardization, adapt in their marketing mix to the host market. Main adaptations are analyzed with regard to psychic distance in terms of consumer characteristics.

Methodology – This study presents a qualitative research design. Secondary data, in-depth interviews and personal observations were used, in order to identify adaptations, which were conducted in a grocery retailer in Germany, which is its home market, and in Sweden, which is considered to be a host market.

Findings – The main findings of this research indicate that grocery retailers that specifically work with the strategy of standardization, adopt their core strategy at the host market, in order to keep their economy of scale. However, the standardization strategy may cause negative financial results, which is why adaptations, in order to attract new customers, are required. Conclusively, a mix of both, the adaptation and standardization marketing strategy, has to be utilized.

Place, publisher, year, edition, pages
2015.
Keyword [en]
Retail internationalization, retailing marketing mix, grocery retailer, adaptation, standardization, international marketing strategy, consumer portrait, psychic distance, physical distance
National Category
Business Administration
Identifiers
URN: urn:nbn:se:du-17953OAI: oai:DiVA.org:du-17953DiVA: diva2:821544
Available from: 2015-06-15 Created: 2015-06-15

Open Access in DiVA

fulltext(2266 kB)3687 downloads
File information
File name FULLTEXT01.pdfFile size 2266 kBChecksum SHA-512
70db109a80ec15738c579b34b9f7047396d6f336c635b146012568339a2c6bdfb0bb152838897ca61e1cae3c68d47adcfd8fa78f093c1aa31770352a55b3ac14
Type fulltextMimetype application/pdf

By organisation
Business Administration and Management
Business Administration

Search outside of DiVA

GoogleGoogle Scholar
Total: 3687 downloads
The number of downloads is the sum of all downloads of full texts. It may include eg previous versions that are now no longer available

Total: 727 hits
CiteExportLink to record
Permanent link

Direct link
Cite
Citation style
  • apa
  • harvard1
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • Other style
More styles
Language
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Other locale
More languages
Output format
  • html
  • text
  • asciidoc
  • rtf