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Standardization of Front-end Offers and Back-end Processes of International Store Retailers

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European Retail Research

Part of the book series: European Retail Research ((ERR))

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Abstract

This study addresses standardization vs. adaptation decisions in the context of international store retailers. Enhancing present research, the relationship between visible marketing offers and internal processes is analyzed. Based on interviews with top managers, the data show that the degree of standardization of retail marketing instruments influences the degree of standardization of marketing and supply chain processes. But there are differences in psychically dis- tant and psychically close markets. The results show that strategic and operative marketing instruments are standardized rather differently and have different impacts on standardization of processes. This underlines a more distinctive and complex view of standardization vs. adaptation decisions in international retailing research. For managers, the results emphasize the re- levance of market offer arrangements to changes in processes and vice versa.

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  1. Marketing and Retailing, University of Trier, Trier, Germany

    Bernhard Swoboda & Stefan Elsner

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  1. Bernhard Swoboda
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Thomas Rudolph Thomas Foscht Dirk Morschett Peter Schnedlitz Hanna Schramm-Klein Bernhard Swoboda

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Swoboda, B., Elsner, S. (2012). Standardization of Front-end Offers and Back-end Processes of International Store Retailers. In: Rudolph, T., Foscht, T., Morschett, D., Schnedlitz, P., Schramm-Klein, H., Swoboda, B. (eds) European Retail Research. European Retail Research. Gabler Verlag, Wiesbaden. https://doi.org/10.1007/978-3-8349-7144-9_3

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  • DOI: https://doi.org/10.1007/978-3-8349-7144-9_3

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