Study 3 – Successful Organization and Coordination of International Retail Activities

  • Stefan Elsner
Part of the Handel und Internationales Marketing / Retailing and International Marketing book series (HIM)


When going abroad, retailers are forced to manage their external marketing program and internal organizational structure, which generally involves the most important and challenging decisions a firm has to face in the international marketing arena (e.g., Cavusgil and Zou 1994; Özsomer and Prussia 2000). Regarding the long-lasting debate about marketing program standardization (Schmid and Kotulla 2011), which is defined as employing the same marketing-mix characteristics across several countries (Schilke, Reimann and Thomas 2009), retailers have to find the right balance between standardization and adaptation of their retail marketing program across countries in order to be successful.


Organizational Structure Partial Little Square Host Country Market Orientation Local Responsiveness 
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Copyright information

© Springer Fachmedien Wiesbaden 2014

Authors and Affiliations

  • Stefan Elsner
    • 1
  1. 1.Universität TrierTrierGermany

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