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Globalising the Idea that the “Customer is King” – The Case of Shopping Centre Internationalisation to Poland

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Fallstudien zum Internationalen Management

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Abstract

Immediately following her studies in International Business Administration, majoring in “Retail Marketing”, at a German University, Heike Schmidt begins her career with a large German shopping centre development and management company. Shopping centres developed by this company are characterised by high architectural quality and luxurious designs. The advertising claim of the company reads “In our shopping centres, the customer is king!” Indeed, in Germany, the consumption style “luxury orientation” has been identified as an increasingly important one (Gröppel-Klein/Germelmann 2010, p. 33). The shopping centre company thus focuses its business on metropolitan shopping centres and sophisticated gallery-style malls. Despite their exclusive designs, the shopping centres aim to attract consumers from different segments, independent of their wealth. Consequently, not only luxury brand stores but a wide selection of stores can be found in the centres.

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Author information

Authors and Affiliations

  1. Institute for Consumer and Behavioural Research, Saarland University, Saarland, Germany

    Andrea Gröppel-Klein (Professor of Marketing (Chair) and Director) & Claas Christian Germelmann (academic senior councillor)

Authors
  1. Andrea Gröppel-Klein
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  2. Claas Christian Germelmann
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Editor information

Editors and Affiliations

  1. Instituts für Handel und Internationales Marketing, Universität des Saarlandes, Saarbrücken

    Joachim Zentes (Direktor) (Direktor)

  2. Betriebswirtschaftslehre, insbesondere Marketing und Handel, Universität Trier, Trier

    Bernhard Swoboda (Professur) (Professur)

  3. Internationales Management, Universität Freiburg, Schweiz

    Dirk Morschett (Liebherr/Richemont-Lehrstuhls) (Liebherr/Richemont-Lehrstuhls)

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© 2011 Gabler Verlag | Springer Fachmedien Wiesbaden GmbH

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Gröppel-Klein, A., Germelmann, C.C. (2011). Globalising the Idea that the “Customer is King” – The Case of Shopping Centre Internationalisation to Poland. In: Zentes, J., Swoboda, B., Morschett, D. (eds) Fallstudien zum Internationalen Management. Gabler Verlag, Wiesbaden. https://doi.org/10.1007/978-3-8349-6793-0_36

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  • DOI: https://doi.org/10.1007/978-3-8349-6793-0_36

  • Publisher Name: Gabler Verlag, Wiesbaden

  • Print ISBN: 978-3-8349-2967-9

  • Online ISBN: 978-3-8349-6793-0

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