Geographical expansion and innovation patterns related to the performance of FMCG retailers

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作者

Zombor Berezvai¹ , Irma Agárdi¹ , Mónika Anetta Alt²

1. Corvinus University of Budapest
2. Babeş-Bolyai University

会议/活动

46th Annual Conference of the European Marketing Academy, May 2017 (Groningen, Netherlands)

海报摘要

In the last decade, the retail sector was shaped by internationalization, technology development, and economic downturn forcing companies to response to market challenges. Our research focuses on the interaction of two strategic responses: geographical expansion and innovation related to the change in financial performance of large FMCG retailers. Using a multi-source database, we analyzed profitability, geographical expansion, and innovation patterns of 37 large European and U.S. retail companies between 2008-2015. Findings indicate that market performance is closely related to domestic expansion and international diversification of the retailers. While domestic expansion proved to be successful without high innovation activity, international expansion requires more intensive innovation activity due to the necessary adaptation to local markets. Therefore, European retailers with higher international diversification are forced to roll out more innovation compared to U.S. retailers.

关键词

FMCG retailers, Innovation, Geographical diversification, Profitability

研究领域

Business, Economics and Finance

参考文献

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4. Filippetti, A., Frenz, M., Ietto-Gillies, G. (2013). The role of internationalization as a determinant of innovation performance. An analysis of 42 countries. CMIR, London.
5. Siedschlag, I., Zhang, X. (2015). Internationalisation of firms and their innovation and productivity. Economics of Innovation and New Technology, 24, 183–203.
6. Sohl, T. (2012). Diversification strategies in the global retailing industry: Essays on the dimensions and performance implications. Sankt-Gallen: Dissertation of the University of St. Gallen, School of Management, Economics, Law, Social Sciences and International Affairs.
7. Oh, C.H., Sohl, T., Rugman, A.M. (2015). Regional and product diversification and the performance of retail multinationals. Journal of International Management, 21, 220-234.
8. Burt, S., Davies, K., Dawson, J., Sparks, L. (2008). Categorizing patterns and processes in retail grocery internationalization. Journal of Retailing and Consumer Services, 15, 78-92.
9. Corstjens, M., Lal, R. (2012). Retail doesn’t cross borders. Harvard Business Review, 90, 4, 104-111.
10. Cascio, R.P. (2011). Marketing innovation and firm performance research model, research hypotheses, and managerial implications. Orlando: Dissertation at the University of Central Florida.

基金

暂无数据

补充材料

暂无数据

附加信息

利益冲突

No competing interests were disclosed.

数据可用性声明

The datasets generated during and / or analyzed during the current study are available from the corresponding author on reasonable request.

知识共享许可协议

Copyright © 2023 Berezvai et al. This is an open access work distributed under the terms of the Creative Commons Attribution License, which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited.