Retail Internationalization Theory Salmon and Tordjman’s
Classification (1989)PRESENTED BY: GROUP NUMBER 3
ANSHUL BHARDWAJ 15RM903LALITHASRI P 15RM914RAHUL GUPTA 15RM924
SAUMYA SAXENA 15RM936UDAY BHAN SINGH 15RM946
Background
Hollander (1970)Fundamentals
of International
RetailingPurpose of
International Retailers
Treadgold (1988)
Entry Strategy
Geographical Presence
Strategic Perspective
The need to adapt to local conditions.
The ability or lack of ability of organization to transfer its operations to another market.
The operational advantages of maintaining a common approach in all markets.
Retail Strategies
Global
• Replicated retail formula in all markets around the world.
• Standardization of marketing mix.
• Centralized management• Economies of scale
Multinational
• Retail formula adapted to local conditions
• Marketing mix adapted to local conditions
• Decentralised management• Limited economies of scale
Investment
• Existing company purchased in non-domestic market
• Portfolio of non domestic investment• Low risk• Isolated development• Limited communication
Examples
GlobalBenettonLaura AshleyIkeaMcDonalds
MultinationalC&APrintempsCarrefourAuchanPromodesDocks de France
InvestmentLactalis & Tirumala
Scope and Limitation
Scope Facilitate Innovation Cross-organizational learning Benefits across markets through
integration of marketing efforts.
Limitation Monoculture No deep insight
Alexander Comparative Study
Alexander’s Comparitive Analysis
Treadgold:Aggressive Internationalists/World Powers
Treadgold:Cautious & Emboldened Internationalists
Salmon & Trodjman:Global
BenettonLaura AshleyIkeaMcDonalds
Marks & Spencer
Salmon & Trodjman:Multinational
C&APrintempsCarrefourAuchanPromodesDocks de France
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