Diversity in European Retailing

  • Thomas Rudolph
  • Jan Niklas Meise


The Romanian market entry marks yet another step in the internationalization of the German discount icon Aldi, who started venturing outside its home market in 1967 and to date generates almost half of its revenue abroad, with Europe accounting for the majority of this percentage (Planet Retail 2008). This is particularly remarkable as the European retail market and especially food retailing are very diverse and face retailers with countless challenges in their striving for European cross-border expansions (de Mooij and Hofstede 2002). Consumer preferences vary considerably across Europe and it is even hard for local stores to keep up with ever-changing and highly fragmented consumer tastes and needs.


Business Model Food Retailing Private Label Shopping Experience Grocery Retailer 
These keywords were added by machine and not by the authors. This process is experimental and the keywords may be updated as the learning algorithm improves.


Unable to display preview. Download preview PDF.

Unable to display preview. Download preview PDF.

Additional Readings

Additional Readings

  1. On Retail Strategy: Levy and Weitz (2009): Retail Management.Google Scholar
  2. On Internationzlisation: Zentes, J.; Morschett, D.; Schramm-Klein, H. (2007): Strategic Retail Management – Text and International Cases.Google Scholar
  3. On Discount and Aldi: Steenkamp, J.B. and Kumar, N. (2009): Don’t be Undersold!,in: Harvard Business Review, December 2009.Google Scholar
  4. Brandes, Dieter (2004): Bare Essentials.Google Scholar


  1. AC Nielsen (2007): The Hard Discounter Report - An Overview of Aldi and Lidl in Europe, Consumer Insight Europe, June 2007.Google Scholar
  2. Aldi (2010): Aldi – Press Information, retrieved April 10, 2010 at
  3. Aldi (2009a): Retail Industry Awards 2008, retrieved February 15, 2009 at
  4. Aldi (2009b): Aldi Top of the Shops, retrieved February 15, 2009 at
  5. BBC (2000): Aldi Stores as Culture, in: h2g2,, 4 Aug 2000
  6. Brandes, D. (2005): Is Aldi really that special?, in: ECR Journal, 5 (1), pp. 26–37.Google Scholar
  7. Brandes, D. (2004): Bare Essentials. London, 2004.Google Scholar
  8. De Mooij, M. and Hofstede, G. (2002): Convergence and divergence in consumer behavior: implications for international retailing, in: Journal of Retailing, 78, pp. 61–69.CrossRefGoogle Scholar
  9. Deloitte Consulting (2009): Global Powers of Retailing 2009.Google Scholar
  10. Euromonitor (2010): Aldi Group in Retailing –World, Euromonitor International: Global Company Profile, February 2010.Google Scholar
  11. Euromonitor (2004): Aldi to make the old, new again, Euromonitor International, December 2004.Google Scholar
  12. Finch, J. (2008): Paul Foley – The retail boss who says he can save you £30 a week, in: The Guardian, Friday 11 July 2008.Google Scholar
  13. Hayes, R. (1985): Strategic Planning – Forward in Reverse? in: Harvard Business Review, 63 (1), pp. 111–119.Google Scholar
  14. Helfferich, E.; Hinfelaar, M.; Kasper, H. (1997): Towards a Clear Terminology on International Retailing, in: International Review of Retail, Distribution and Consumer Research, 7, pp. 287–307.CrossRefGoogle Scholar
  15. Howard, E. (2004): Retail Internationalization: How to Grow, in: Reynolds, J. and Cuthbertson, C. (eds.): Retail Strategy, Amsterdametal., pp.96–118.Google Scholar
  16. Kumar, N; Corsten, D; Linguri, S; Venkitachalam, A. (2007): Aldi – The Hard Discount Phenomenon, London Business School, London.Google Scholar
  17. LZ – Lebensmittelzeitung (13 Aug 2009): Aldi UK trennt sich von Chef.Google Scholar
  18. LZ – Lebensmittelzeitung (05 Sep 2008): Aldi verpflichtet Starkoch in England.Google Scholar
  19. LZ – Lebensmittelzeitung (02 Oct 2008): Aldi für Anfänger.Google Scholar
  20. LZ – Lebensmittelzeitung (16 Mar 2007): Discounter: Der Ausnahme-Aldi.Google Scholar
  21. LZ – Lebensmittelzeitung (23 Feb 2006): Versuchslabor UK.Google Scholar
  22. Liebmann, H.P. and Zentes, J. (2001): Handelsmanagement, Munich.Google Scholar
  23. Mitchell, J. and Sachon, M. (2006): Aldi – a German Retailing Icon, IESE Business School, Navarra.Google Scholar
  24. Planet Retail (2008): Top 30 Grocery Retailers Worldwide, 2007.Google Scholar
  25. Regani, S. (2007): Aldi – A low-cost retail giant’s distinctive business practices, ICFAI Center for Management Research, Hyderabad.Google Scholar
  26. Retail Week (11 Nov 2008): Food discounters’ market share atrecord level.Google Scholar
  27. Retail Week (03 Sep 2008): Aldi signs celebrity chef.Google Scholar
  28. Retail Week (28 Aug 2008a): Flavour of the year.Google Scholar
  29. Retail Week (28 Aug 2008b): Aldi reaches tipping point as discount enters mainstream.Google Scholar
  30. Retail Week (22 Aug 2008): Are discount grocers the new black?Google Scholar
  31. Retail Week (10 Jul 2008): When Aldi Came to Town.Google Scholar
  32. Retail Week (05 Mar 2008): Aldi plans to open first eco store in Shropshire.Google Scholar
  33. Retail Week (11 Jan 2008): Aldi Christmas trading solid, capping strong year.Google Scholar
  34. Rudolph, T. (2000): Erfolgreiche Geschäftsmodelle im europäischen Handel: Ausmass, Formen und Konsequenzen der Internationalisierung für das Handelsmanagement, St. Gallen.Google Scholar
  35. Rudolph, T. (2003): Case 14: Aldi – Superior Consumer Value through Strategic Channel Alliances, in: Rosenbloom, B. (ed.): Marketing Channels – A Management View, 7th ed., Mason.Google Scholar
  36. Rudolph, T. (2005): Modernes Handelsmanagement: Eine Einführung in die Handels-lehre, Munich.Google Scholar
  37. Schiffman, L.; Hansen, H.; Kanuk, L. (2008): Consumer Behaviour: A European Outlook, London.Google Scholar
  38. Sternquist, B. (1998): International Retailing, New York.Google Scholar
  39. Wikipedia (2010): Aldi, retrieved April 10th, 2010 at
  40. Zentes, J.; Morschett, D.; Schramm-Klein, H. (2007): Strategic Retail Management – Text and International Cases, Wiesbaden.Google Scholar

Copyright information

© Gabler Verlag | Springer Fachmedien Wiesbaden 2012

Authors and Affiliations

  • Thomas Rudolph
    • 1
  • Jan Niklas Meise
    • 1
  1. 1.Institute of Retail Management at the University of St.Gallen,St. GallenSwitzerland

Personalised recommendations