Abstract
Retailers have been engaging in aggressive internationalization, first into developed countries and then into emerging countries (Swoboda, Zentes, and Elsner 2009). In particular, grocery retailers adapt their offers abroad (Gamble 2010; Goldman 2001) to position their chains as strong brands in the minds of consumers.
Access this chapter
Tax calculation will be finalised at checkout
Purchases are for personal use only
Author information
Authors and Affiliations
Rights and permissions
Copyright information
© 2014 Springer Fachmedien Wiesbaden
About this chapter
Cite this chapter
Berg, B. (2014). Study 3: International Transfer and Perception of Retail Formats: A Comparison Study in Germany and Romania. In: Retail Branding and Store Loyalty. Handel und Internationales Marketing / Retailing and International Marketing. Springer Gabler, Wiesbaden. https://doi.org/10.1007/978-3-658-01596-1_4
Download citation
DOI: https://doi.org/10.1007/978-3-658-01596-1_4
Publisher Name: Springer Gabler, Wiesbaden
Print ISBN: 978-3-658-01595-4
Online ISBN: 978-3-658-01596-1
eBook Packages: Business and EconomicsBusiness and Management (R0)